Prism Sport + Entertainment took the Grand Prix for its work with Sela and Newcastle United, while VML received the President’s Award for its work with NHS Blood & Transplant. Prism Sport + Entertainment won the Grand Prix for its work with Sela and Newcastle United / Newcastle United As part of The Drum’s annual Awards Festival , today we celebrated The Drum Awards for Experience. Taking home the top prize, the Grand Prix, is Prism Sport + Entertainment for ‘Unsilence the Crowd,’ its work with Sela and Newcastle United.
Based on a philosophy that football isn’t a sport to be watched but an experience to be felt, and with St James’ Park stadium, NUFC’s home ground, regularly voted as having one of the best atmospheres in the Premier League, Sela and technology provider CuteCircuit incorporated haptic technology into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing deaf fans and fans with hearing loss to experience the atmosphere of a live football match like never before. The entire soundscape came to life as a language composed of a series of touch-like sensations across the torso of the person wearing the shirt. The recipient of the President’s Award, meanwhile, as chosen by jury head Wendy Kupsis Robino, senior vice-president of marketing events & regional publicity at Warner Bros Pictures, is VML for ‘Waiting to Live,’ a campaign for NHS Blood & Transplant that helped shorten organ transplant w.
