Warner Music Group - Saylists (case study)

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Description:

Repetition is key to overcoming a speech sound disorder, but for kids, repetition is boring. Except when it happens in music. Warner Music teamed up with Apple Music to analyse over 70 million song lyrics, isolating songs in which particular sounds occur in particular patterns that are beneficial for speech therapy. These songs were collated into Saylists: playlists categorised by problem sounds, providing an easy, accessible, and enjoyable way for kids to practise the sounds they have trouble with, simply by singing along to their favourite songs.

Main Awards 
- Creative Data Grand Prix at the Cannes Lions 2021.

CREDITS 
Agency: Rothco (part of Accenture Interactive) Dublin. 
Brand: Warner Music Group, Ireland. 
Concept: Rob Maguire. 
Creative Director: Rob Maguire. 
Copywriter: Conor Cunniffe. 
Design Director: Shane O'Riordan. 
Strategist: Bronagh O'Donovan. 
Art Director: Aisling Clarke. 
Developer: Niall Eccles. 
Executive Producer: Jessica Derby. 
Post Producer: Hannah Gallagher. 
Video Editor: Paul Power. 
Designer: Cris Schmidt. 
Motion Designer: Cris Schmidt. 
Editor: Cris Schmidt. 
Stop Motion Artist: Cris Schmidt.
Illustrator: Raphael DaSilva. 
Animator: Raphael DaSilva. 
3D Generalist: Gabriel Teixeira. 
Agency Creative Director: Ray Swan. 
Executive Creative Director: Jen Speirs. 
Chief Creative Officer: Alan Kelly. 
CEO MD Accenture Interactive: Richard Carr. 
Executive Chairman: Patrick Hickey. 
Managing Partner Rothco Accenture Interactive: Zara Flynn. 
Senior Account Manager: Sean Cushen. 
Resource Manager: Lauren McNinney. 
SVP Commerical Warner Music Europe: Derek Allen. 
Commercial Director - UK and Europe Warner Music Group: Michael DeLemos. 
Playlist Coordinator at Warner Music Group: Elli Brazzill. 
Marketing and Promotions Director - Warner Music Ireland: Priscilla Kotey.

YouTube url:	https://www.youtube.com/watch?v=ZLoqYztnm3E&t=7s&ab_channel=LLLLITL
Created:	11. 2. 2022 17:07:51

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Warner Music Group - Saylists (case study)