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Creative Award
New York, United States
American Society of Clinical Oncology - "The Most Beautiful Sound" by ANDY Awards 2024

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TitleThe Most Beautiful Sound
Agency
Campaign The Most Beautiful Sound
Advertiser American Society of Clinical Oncology
Brand American Society of Clinical Oncology
Date of First Broadcast/Publication 2022 / 4
Business Sector Disease Awareness, Support Groups & Associations
Story Scientific studies have shown that the diagnosis of cancer itself can lead to clinical stress, weakening of immune responses, and the inability to fight back against cancer.   To build resiliency and hope in patients, we captured something new for patients to hear —the sound of cancer cells dying and translated these data into sounds patients could listen to.
Philosophy We formed an exclusive research agreement and 2 year, scientifically-validated study with Harvard Medical School. For the first time ever, the study isolated cancer cells (from different cancers) at the precise moment of apoptosis and captured its sound to help millions of people fighting cancer. We used a microscopy technique known as stimulated Ramen Scattering to image the microscopic details of cells and tissue via their inherit molecular vibrations. Then, we isolated cancer cells at the precise moment of apoptosis by projecting laser beams of different colors onto cells. When the energy difference between these colors matched the molecular vibration, we can see where molecules containing that vibration reside. This allowed us to map chemicals across space and time in cells and follow processes such as cells such as cell growth and cell death. This data and the inherit frequencies of the cells were translated into high fidelity sound and shared with patients. We then worked with Berklee School of Music to translate the sounds into inspiring musical album. In collaboration with the Berklee School of Music, Cancer Dojo and Clinical Nurse Specialists and leading oncologists, we are conducting a pilot sound therapy program available to hospitals, universities, patients, and caregivers. After studying thousands of cancer molecules and collecting millions of data points, Harvard Medical School has published the results from the study. It is also available on Cancer Dojo, an app that empowers cancer patients to play an active role in their recovery to make them more resilient to the negative effects of the disease; it will also be available for download on themostbeautifulsound.org. The Most Beautiful Sound has also launched with a website, radio ad, film, and will be a major presence at the ASCO convention.
Media Type Web Film
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AI Description The ad opens with a serene, minimalist scene featuring a silhouette of a person sitting on a medical table, wearing headphones against a soft blue background. Text appears indicating a significant date — the moment they received a cancer diagnosis. The atmosphere is calm yet tense. The narrative progresses, suggesting an emotional journey as the person prepares to hear the sound of cancer cells dying. Their expression transitions from anxiety to peace and hope as they listen. Words on the screen affirm this is 'the sound of conquering cancer,' resonating with the message of resilience and triumph over the disease. The ad closes with the logos of the American Society of Clinical Oncology and the campaign's title, inviting viewers to learn more through a website.
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