Sound of Football
The Sound of Football is part of the Pepsi Refresh project – a funding initiative from the American soft drinks company encouraging innovative community projects across the world.
The Sound of Football paired a team of former professional footballers with another team of visually impaired players. The professionals were fitted with equipment allowing them to hear what was happening on the pitch, as opposed to seeing it.
Swedish advertising company Akestam Holst gave players a blackout visor and a mounted iPhone that fed them audio cues, making them aware of the position of the ball, the goals, and the other players.
The initiative aims to give visually impaired football players a more intense sporting experience. Akestam Holst’s creative director, Martin Cedergen, says: “We want to show that everyone can realise his or her dreams, even if you happen to be young with a disability.”