Entrant Company
Dentsu Lab
Launch Country
Netherlands
Program
Traditional Mediums
Advertiser Category
Consumer Brand Health Initiative
Category
Five Minutes and Over
The world’s first brainwave-based dance performance defying the limits of ALS.
Our world is built for the able-bodied. When you lose such abilities, your access to work, education, even self-expression disappear. For people with ALS, physical abilities fade rapidly with a prognosis of 2 -5 years following diagnosis. Slowly, they lose their sense of self, by losing their ability to self-express. Meanwhile, their mind remains fully intact.
In keeping with their mission to create a more inclusive world through innovation, Technology company NTT set out to create a new form of self-expression powered only by brainwaves. Together with Breanna Olson, a former professional dancer who lives with ALS, we created the world’s first brainwave‑driven dance performance in front of a packed theatre audience, to challenge the limits of the disease and her diagnosis and captured the experience in a powerful documentary.
Beyond the headline performance, with each use, the brainwave-based decision-making system is continuously trained; learning and evolving to enable scale beyond dance, to many different people, conditions and applications, including work, education and communication. So that even those diagnosed with a full ‘locked-in’ state or total loss of mobility, can autonomously express themselves through brainwaves alone. Through this project, we have created a system that gives back autonomy to the 1.3 billion people living currently with a significant physical disability.