Grey NY and Grey Health partnered with The American Society of Clinical Oncology to create “The Most Beautiful Sound," a campaign that aims to give cancer patients hope and resilience through the transformative power of sound, stating "there's nothing more beautiful than the sound of cancer dying." We spoke with Grey Health Group Creative Director, Josh Eastman, on the work behind this scientific innovation.
- Can you give us an overview of the campaign, and your role in the creation?
The Most Beautiful Sound is a scientific breakthrough that, for the first time ever, captured the sounds of cancer dying from multiple cancer types. It began with a 2-year, scientifically-validated study and exclusive research agreement conducted between Grey and Harvard Medical School. We then partnered with the American Society of Clinical Oncology (ASCO) to bring the sounds to the world of oncology.
Using innovative Raman scattering technology, we harnessed the sounds of these cells and sonified them. We launched a pilot sound therapy program in partnership with Berklee School of Music and Cancer Dojo, an app that empowers patients in their recovery, so that these sounds can be used as an open-source sound therapy with hospitals, universities, patients, and caregivers.
- Tell us a bit about the brief. How did the team decide the best medium to solve this problem for the brand? Alternatively, what are the key drivers behind the campaign?
We had an opportunity with our clients at ASCO to showcase creative at their annual conference in 2023, which is attended by nearly 35,000 oncologists. While we could have delivered traditional creative, we had a much bigger, far more groundbreaking idea. It all started with the insight that every day in the US, 5,250 people hear the words “you have cancer.” And scientific studies have shown that the diagnosis itself can lead to clinical stress, weakening of immune responses, and the inability to fight back against cancer.
We knew that by leveraging the power of psychoneuroimmunology, or the study of the mind on health and disease, we could increase resiliency for patients and enable more positive outcomes for them. Through partnerships with Harvard Medical School, Cancer Dojo, and Berklee School of Music, we set out to do something never done before: harness the sounds of cancer dying at the cellular level and capture sounds filled with meaning.
- What are some challenges unique to healthcare advertising? Were there any moments during the creation of the campaign that required pivoting, and did you learn anything new from the experience?
The biggest challenge—but one we considered an as opportunity to do something truly unique—is the healthcare industry itself. This is the most heavily regulated and scrutinized sector in the world, especially in oncology, where we often deal with life-changing medical issues and treatments.
That’s why our team decided early in the project’s development that the underlying science of capturing the sounds of cell death had to be accurate. As the project took shape, this required a lot of planning and coordination across our partnerships with ASCO, Harvard Medical School, Berklee School of Music, and Cancer Dojo. But all along, everyone involved was committed to ensuring that the final creative output was fully supported by intense scientific rigor.
- Any behind the scenes stories you’d like to share?
Learning how scientists generated the sounds of cells dying was incredible. Researchers isolated cells from multiple types of cancer at the exact moment of apoptosis, or cell death. And since there is motion and vibration within all cells, including those with cancer, we used a microscopy technique known as stimulated Raman Scattering to visualize the microscopic details of cells and tissue via their inherit molecular vibrations.
This allowed us to map chemicals across space and time in cells and follow processes 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 in a way we never thought possible.
- Given the awards and recognition the campaign has received in the industry so far, what are your expectations for Cannes this year?
We’re beyond fortunate and thankful for the recognition we’ve received since "The Most Beautiful Sound" launched. But it’s even more meaningful that we created a truly unique project in oncology that has the power to impact and inspire millions of people living with cancer.