Warner Music Group - Saylists (case study)

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