Unsilence The Crowd by Sela and Newcastle United

Creative idea

Sela partnered with Newcastle United and RNID to deliver Unsilence The Crowd, a campaign which introduced the world-first use of technology designed to increase accessibility to football for deaf fans. Sela incorporated haptic technology into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing deaf fans to feel the atmosphere of a live football match for the first time. The technology debuted at NUFC’s Premier League game against Tottenham Hotspur in front of 50,000 people and with a match take over to bring the campaign to life for viewers around the world.

Brand name: Sela
Advertiser / client: Sela
Product / service: Sela Sound Shirt
Campaign name: Unsilence The Crowd
Agency network: INDEPENDENT AGENCY
Agency: Sela
Additional company: Newcastle United, Prism Sport + Entertainment, a division of VML, SPECTACLE and CuteCircuit
Web address: https://sela.sa/nufc/
Agency chief executive officer: Ibrahim Mohtaseb, Senior Vice President, Sela
Chief creative officer: Ghassan Mroue, VP Program & Strategy Development, Sela
Executive creative director: Nazih ElHajj, Project Director, Sela
Additional company: Georgie Simmons, Head of Partner Marketing, & James Newbigin, Commercial Partnerships Manager, Newcastle United Football Club Scott Bowers & Richard Conway, Managing Partners, SPECTACLE Nick Mott, Brand Partnerships Director Lee Jobling, Creative Director Alessio Laudato, Senior Creative, Prism Sport & Entertainment, a division of VML Francesca Rosella, Chief Creative Director and Co-Founder Ryan Genz, Co-Founder, CuteCircuit