Unsilence the Crowd, the Sela and Newcastle United collaboration featuring CuteCircuit’s SoundShirt, received recognition across The Drum Awards 2024.
The campaign connects deaf and hard-of-hearing supporters with the atmosphere of St. James’ Park. SoundShirt transforms live stadium sound into tactile sensations, making the crowd’s energy part of the match-day experience.
Recognition for a shared experience
On 11 November, The Drum announced the campaign’s Experiential Grand Prix and Community-Focused Experience Gold. Further recognition included PR Innovation Gold, the PR President’s Award, and Media Sponsorship Gold.
These awards recognise the collaborative campaign. CuteCircuit designed and produced the SoundShirt technology that enabled supporters to feel the live stadium sound.
SoundShirt is designed by Francesca Rosella and Ryan Genz.
Read The Drum’s experiential case study · PR recognition · Discover the Newcastle United experience