London International Awards
2022 Winners and Finalists
Gold
Evolution
Creative Technology
Entrant: | VMLY&R, New York |
Brand: | Dell Technologies & Intel |
Title: | "I Will Always Be Me" |
Corporate Name of Client: | Dell Technologies & Intel |
Music & Sound Production Company: | Human, New York |
SVP of Global Brand, Dell Technologies: | Liz Matthews |
Senior Director, B2B Campaigns & Talent Attraction, Dell Technologies: | Rachael Henke |
Strategic Initiatives Lead and Project Manager, Dell Technologies: | Valerie Daubert |
Marketing Director, Global Customer Engagements, Dell Technologies: | Peggi Kaley |
Marketing Campaign Manager, Dell Technologies: | Sonia Sharma |
VP/GM, Brand, Creative & Media, Intel: | John Coyne |
Director of Marketing Strategy, Brand Storytelling & Partnerships, Intel: | Kari Lemiere-Mullan |
Marketing Specialist, Intel: | Karen Frey |
Brand Strategist, Intel: | Kelly Lynch |
Partner Company: | Motor Neurone Disease Association, Northampton |
Head of IT Innovation, Rolls-Royce: | Stuart Moss |
Director of Care Improvement, Motor Neurone Disease Association: | Nick Goldup |
Project Manager SLT, Motor Neurone Disease Association: | Richard Cave |
Agency: | VMLY&R, New York |
Global Chief Creative Officer: | Debbi Vandeven |
Chief Creative Officers: | Jason Xenopoulos, Allison Pierce, John Godsey, Wayne Best |
Executive Creative Directors: | Niraj Zaveri, Justin Ebert |
Creative Directors: | Tal Shub, Carlos Pabon |
Executive Agency Producer: | Bobby Jacques |
Senior Agency Producers: | Dan Bradbury, Jenny Anderson, Allison Raich, Louisa Gargiulo |
Agency Production Manager: | Maggie Diaz |
Agency Strategy Directors: | Jennifer Bonhomme, Jorik Houweling |
Senior Agency Account Executive: | Jenny Anderson |
Agency Account Supervisor: | Ally Reis |
Agency Group Account Director: | Allie Ritter |
Agency Account Director: | Marissa Schulz |
Agency Account Manager: | Saira Khan |
Agency Account Team: | Rachel Krouse |
Digital Production Company: | Jam3, Amsterdam |
Director & Director of Photography, Borderland: | Simon Frost, Ben Hanson |
Film Production Company: | Borderland |
Film Post-Production Company: | The Mill, Los Angeles |
Voice Banking Partner Company: | SpeakUnique, Edinburgh |
Music Executive Producer: | Theresa Notartomaso |
Music Supervisor: | Karli James |
Client Companies: | Dell Technologies, Round Rock/Intel |
Customer | Parter Company: | Rolls-Royce, Derby |
Chief Executive Officer, SpeakUnique: | Alice Smith |
Chief Technology Officer & Speech Scientist, SpeakUnique: | Oliver Watts |
Digital Developer, SpeakUnique: | Jeremy Jones |
Author, “I Will Always Be Me”: | Jill Twiss |
Illustrator, “I Will Always Be Me” , Folio: | Nicholas Stevenson |
Agency Directors of Integrated Production: | Steve Stone, Casey Steele |
Agency Digital Producer: | Fernando Martinez |
Senior Executive Producers: | Florian Root, Jam3 |
Executive Producers: | Zoe Barlow, Borderland | James Dean Wells, Human |
Post-Producer: | Sebastian Greene |
Editor: | Sean Von |
Description:
Motor neurone disease (MND) is a terminal illness. People diagnosed will lose the ability to speak — sometimes in just weeks.
Voice banking technology gives people the chance to keep their voices, even when they can no longer speak. But most MND patients felt discouraged using it because the process was difficult and impersonal.
Dell Technologies and Intel wanted to show the world that even the most complex technological innovations can be elevated to empowering human experiences that can truly change the lives of those who use them.
Dell Technologies and Intel have a strong partnership, propelled by the shared belief in the power of technology to drive humanity forward.
Both companies have a long-standing relationship with the Motor Neurone Disease Association (MNDA) to create technology solutions for people living with motor neurone disease (MND). MND is a neurodegenerative condition that deteriorates nerve cells that control muscles and ultimately takes away a person’s ability to speak.
Even though voice banking technology is available, only about 12% of people with MND in the UK have banked their voices. In 2020, Dell Technologies and Intel came to us with a brief to find a way to get more people living with MND to bank their voices.
"I Will Always Be Me" is the world’s first voice banking book. We worked with New York Times bestselling author Jill Twiss and artist Nicholas Stevenson to create a story that people with MND can read to their loved ones to share what they are going through.
As they read, the system seamlessly banks their voice. All the syllables needed to create an accurate copy of their voice are contained in the story, and the emotions captured in the session create a higher-quality version of their digital voice. We’re turning the cold, solitary process of voice banking into an experience that’s full of life — encouraging more people with MND to bank their voices early.
When MND takes away all your abilities, your voice becomes the only means to express yourself. While realizing that our voices are our identity, denial prevents newly diagnosed people from considering a future without their voices.
Yet time is of the essence for people with MND. Therefore, we set out to turn voice banking into one of the first things they’d want to do and elevate the voice banking experience from its current solitary, clinical environment to an inclusive and empowering one.
Therefore, we set to turn voice banking into one of the first things they’d want to do and elevate the voice banking experience from its current solitary, clinical environment to an inclusive and empowering one.
We partnered with bestselling author Jill Twiss and artist Nicholas Stevenson to create a book that gently explains what it truly means to live with MND. The text itself contains all the sounds and syllables necessary to accurately bank a voice in less than 30 minutes.
Once the book was finished, we created the site hosting the story. iwillalwaysbeme.com is the first voice banking platform that allows users to bank their voice regardless of their browser or device.
We adapted every page of the book so it could be read online and on any screen. Every illustration was animated, and every paragraph was placed accordingly to enrich the experience and help readers bank their voice.
Throughout every step of the development, we consulted with voice banking, speech, medical, and accessibility experts and tested the experience with people living with MND.
"I Will Always Be Me" was created with the goal of making voice banking more accessible to people living with MND, reducing the time between diagnosis and voice banking and increasing overall voice banking rate.
Less than two months after launch, hundreds of digital voices had been created by reading the book, making "I Will Always Be Me" the most popular choice for voice banking in the UK today.
More than 72% of those recently diagnosed with MND are now using the book to bank their voice. The campaign to launch the project generated over 1.2 million social media engagements and over 200 million PR media impressions, driving more people to bank their voices and raising awareness around MND.