The execution
Our team worked with a neuroscientist to build an EEG-integrated race helmet that uses sensors to measure electrical activity in the driver’s brain, specifically activity associated with cognitive functions like memory, attention, speed of processing, and fatigue. It helps drivers improve their mental performance, which in turn helps improve their physical performance.

The helmet was a complicated exercise in iterative product design, neuroscience, machine learning, and data analysis. It culminated in a live test around the track that was a massive success. We gained real-time and retrospective bio-metric insight into a driver’s brain performance as he drove—an unprecedented feat.
Successfully measuring driver brain data was huge, because this advanced technology has the potential to help drivers become faster, better racers. It will help them get the most out of their abilities and push their performances to the next level. The findings from the helmet can also pioneer new techniques into mental performance, both on and off the track.

A viable proof of concept that has the potential to become a real product used by drivers all over the world.

The results
The first time we went out on a rally track with driver Gus Greensmith and realized we could actually collect brain data (and that he was genuinely interested in the project) was a real high.
We created a viable proof of concept that has the potential to become a real product used by drivers all over the world. It’s not on racetracks yet, as it’s not yet certified by the FIA (Fédération Internationale de l’Automobile, or International Automobile Association). But we’re proud to put our name on this cutting-edge technology with Ford.

Tags:
The Psychology of Performance, Ford Performance, Fédération Internationale de l’Automobile, Gus Greensmith, Electroencephalography, ECG, Ford ECG Helmet, AI, Data Visualisation, Innovation, Product Design, Artificial intelligence, Machine Learning, Mindshare, Ford, Automotive Campaigns, Unit9, Red Bull, Sports, King’s College London, International Automobile Association, Experiential Campaign

Credits
Advertising Agency: GTB, Brazil
Executive Creative Director: Vico Benevides
Creative Directors: Rodrigo Strozenberg, Denis Peralta
Copywriters: Andre Savastano, Cauique Johnson
Art Directors: Leandro Bechara, Thiago Nascimento
RTV: Marina Fridman, Yasmin Mattos
Account: Andre Cruz
Media: Rafael Amorim, Thamyris Bueno, Giorgio Christiano
Filmmaker: Regis Fernandez
Production Company: Dirty Work Factory
Audio: Cabaret

Tags:
Integrated, Brazil, Automotive Campaign, Ford, GTB, Ford EcoSport, No Squeak Broadcast, Ford EcoSport No Squeak Broadcast, Technology, EcoSport, AdvanceTrac

Adidas

One of the best ways companies can reduce their carbon footprint is by engaging in a mix of recycling and more efficient use of waste products. Adidas has taken great strides in achieving the way they develop new products, with initiatives such as their partnership with Parley to create their “Ultraboost” shoe line.

Around 75% of the design incorporates recycled plastic dredged from the ocean, manufactured via a low energy, low water printing process.

As more and more designers move into sportswear, the efforts by one of the biggest names in the industry to promote more sustainable standards can only help raise standards across the board.

Biogen

As one of the largest and most profitable pharmaceutical companies in the world, and operating in an industry with a reputation for poor standards of sustainability, Biogen’s track record is something to be lauded. It is one of the few companies that have successfully achieved carbon neutrality, meaning that it has eliminated carbon-emitting activities thanks to a combination of general reduction and offset projects.

Additionally, it has repeatedly demonstrated its commitment to using sustainable sources in the development of its drugs. Given the fact that 71.4% of shoppers now take the environmental impact of their shopping choices into account when making their purchases, a move by such a large provider as Biogen makes as much commercial sense as it does ethical.

Ford

Companies dedicated to the manufacture of carbon-producing cars would be surprising entries on any list of climate-friendly corporations, but Ford has achieved great strides in their bid to minimise their impact on the environment. The ten-part environmental policy that they have been working and developing for the years includes, among other programmes, drastically improving fuel efficiency, investing heavily in hybrid and electric engines, using only sustainable fabrics in vehicles and ensuring all vehicles are 100% recyclable upon end-of-life. They have also committed to smaller, practical changes, like owning the world’s largest “green” roof.

Nestle

Corporate Knights’ 2019 list labelled Nestle as the third highest scoring company in terms of sustainable practices, and they seek to maintain that record with a variety of environmental policies covering all elements of the business. They focus on choosing materials based on the impact they have on the environment, recycling as much as possible, and where it is not possible, using only products with a low carbon footprint. They have even gone so far as to promote greater public involvement in recycling with the creation of their mobile app, Recycle123.

Crown Prince Mohammed bin Salman issued the decree and said that this is the right time for the right thing and his government considered driving by women as a social matter and not a religious issue. This order will be effective as on June 2018.

The Gulf Region is one of the largest markets for Automobiles and will see a significant rise of potential buyers after this historic announcement. Now, the US car companies like Ford and Jaguar can also jostle the market with Toyota and Hyundai, the current best sellers in Saudi.

Welcome to the driver’s seat | Ford. #SaudiWomenMove #SaudiWomenCanDrive

#Myway | Volkswagen

“2018 GRL” | Nissan Middle East

“The road is yours” | Jaguar

انطلقي، فالطريق لكِ. #السماح_بقيادة_المرأة_للسيارة pic.twitter.com/FPuh8WMy73

— Jaguar MENA (@JaguarMENA) September 27, 2017

See What happens when 99 women from varying walks of life come together to send out one powerful message?

“My Choice” – It starts with you.

Also Read: A Saudi Woman Who Got Behind the Wheel and Never Looked Back

The Article related to:
Saudi Arabia, women, Driver, Salman Bin Abdul-Aziz, women’s rights, Khaled Bin Salman, social, religious, Automobiles, creative Automobiles ads, Best Automobiles campaign, Toyota, Hyundai, Jaguar, Arab, Feminists‏, Creative print ads, latest ads, Muslims, Women’s rights in Saudi Arabia, Ford, car

Credits:
Advertising Agency: Blue Hive, Sao Paulo, Brazil
Creative Director: Vico Benevides, Arnaldo Boico, Rodrigo Strozenberg
Copywriter: Alex Adati, Rafael Hessel
Art Director: Daniel Massih, Thiago Barbieri, Paulo Moraes
Agency Producer: Luana Aghata
Illustrator: Sattu Rodrigues
Account: Sergio Silveira, Rodolfo Luz, Matheus Trigo
Media Team: Rafael Pascoal, Leandro Fonseca, Felipe Lopes, Monique Reis
Planner: Dorian Dack, Fernando Takey, Mariana Fortti

Credits
Advertising Agency: BBR Saatchi & Saatchi, Israel
Brand: Ford
CEO: Yossi Lubaton
Executive Creative Director: Nadav Pressman
Creative Director: Eran Nir
Copywriters: Idan Levi, Sharon Refael
Art Director: Ori Hasson
UX/UI: Gal Mamalia
Programmers: Roy Zoarets, Omry levy
VP Group Account Head: Hagai Liran
Supervisor: Alon Goldman
Account Executive: Ori Ben-Dror
Digital Account Executive: Chen Halpern
VP Production: Dorit Gvili
Producers: Bosmat Marmareli, Alon Shmuelof
VP Planning: Shai Nisenboim
Planner: Lora Goichman
Studio Manager: Yaron Keinan
Photoshop Artist: Yaniv Shahar
Traffic: Ronit Doanis
Source: digitalsynopsis