Cult launches Mindscape app ahead of World Mental Health Day
Independent creative agency Cult has launched voice app, Mindscape, offering front-line support to people suffering from anxiety or a panic attack.
The app, launched prior to World Mental Health Day on Wednesday 10th October, combines voice technology and is the first product to be created by the agency’s new offering - Cult Experiment - an innovation lab that specialises in creating products that integrate ‘emerging technology with human need’.
Mindscape combines voice technology, AI and neuroscience-based music therapy to support positive mental health and was created with MassiveMusic and Voxly Digital and in collaboration with the UK’s largest mental health charity Mind’s Haringey branch.
Cat Turner, chief creative officer and co-founder of Cult said:“Agencies like ours very rarely have the opportunity to work on a brief without borders and the Experiment offers us this opportunity. To think creatively without restriction is our approach to work at Cult, and with a reputation of first-to market creative work, the Experiment was a natural extension of this. As a successful creative agency, working with some of the biggest brands in the world, we are well aware of the criticism that surrounds technology and the statistics that show how all forms of digital media affect mental health. Mindscape is the culmination of these learnings, paired with emerging technology - this is the ultimate creative process and one which we’ve relished developing over the past six months.”
Aifric Lennon, music/mind researcher at MassiveMusic said:“We used evidence-based methods when composing Mindscapes music to ensure that the bespoke sounds that we created incorporated scientifically proven, sonic features to aid in specific scenarios. The next step was to develop prescriptive compositions to cater for the four unique scenarios that we wanted to address.”
Cult’s creative technologist, Jen Heape, added: “Mindscape pushes the boundaries of voice not only in its unique pairing of voice technology, AI and neuroscience-based music therapy, but also in the detail of the dialogue structure itself. We have pushed Alexa’s native voice as far as we can using SSML rather than simply falling back on a recorded voice over, which means that we can make agile amends at any time, while still maintaining a controlled tonality.
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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.
Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.
The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.
Clients include :
M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's
Awards include :
2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)