Cochlear has created a piece of software called Hearprint that can adapt a range of audio levels on content to the viewers hearing ability.
The idea behind the campaign is to promote Cochlear’s technology, which adapts to a user’s needs, rather than just turning everything up.
Janet Menzies, general manager of Cochlear Australia and New Zealand, said: “No two people hear the world the same. The new Hearprint tool helps Australians to visualise their unique sound calibration.”
The centre of the campaign is a content series about influential people with hearing problems, of which the sound levels can be adjusted to create the best sound experience personalised to a users ability. Alongside that, Cochlear has released the software as a Google Chrome extension so that people can watch and listen to any content with the customised experience.
Two films follow the story of leading practitioners who thought they would suffer in their careers due to poor hearing but found solutions in technology. The first film features Jennie Brand-Miller, a leading nutritional scientist and professor of human nutrition at the University of Sydney, and the second film focuses on the story of Andy King, a high performance surf coach.
The project was created by CHE Proximity, alongside audiologists and sound engineers. While the documentary-style films were directed by The Glue Society.
Brian Jefferson, group creative director of CHE Proximity, said: “We don’t want to just make ads for Cochlear, we want to create experiences that help people reconsider their hearing and how Cochlear could help. Every day, thousands of Australians aren’t hearing as they should so for those people, the Hearprint turns every video on the Internet into a chance to realise there’s a better solution. And what better way to introduce it to the world than through the amazing stories of Jennie and Andy.”
The campaign will be supported via an addressable media campaign and PR activity.
CHE Proximity: Cochlear 'Hearprint'
Scott Housley, VP of Marketing & Business Development, Cochlear Australia and New Zealand
Janet Menzies, General Manager, Cochlear Australia and New Zealand
Ben Marosszeky, Senior Manager, Cochlear Asia Pacific
Kerryn Burke, Senior Marketing Communications Manager, Cochlear Asia Pacific
Linda Ballam-Davies, Senior Marketing Communications Manager, Cochlear Australia and New
Zealand
Kate Harrison, Consumer Campaign Manager, Cochlear Asia Pacific
Leonie Fewster, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Julie Decker, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Agency: CHE Proximity
Chris Howatson, CEO
David Halter, Managing Director
Ant White, Chief Creative Officer
Brian Jefferson, Group Creative Director
Letizia Bozzolini, Associate Creative Director
Lisa ONeill, Associate Creative Director
Cameron Brown, Senior Copywriter
Mariana Rice, Group Account Director
Charlotte Jones, Senior Account Director
Alice Jamieson, Senior Account Manager
Jason Young, Head of Design
Vanessa Saporito, Senior Designer
Julie Duff, Head of CHEP Films
Katena Valastro, Production Co-Ordinator
Roma Stein, Operations Manager
James Shaw, Head of Performance
Hannah Garcia, Senior Experience Strategist
Elliot Tindale, Performance Manager
Ryan Townsend, Experience Manager
Elaine Yang, Performance Executive
Tien Tran, Programmatic Manager
Leigh Munday, Data and Media Operations Manager
Jamie Metcalfe, Digital Products Director
Simon Ridley, Digital Project Manager
Matthew White, Creative Technologist
Patrik Fagard, Creative Technologist
Matthew Rose, Technical Director, Product & Communications
Matthew Willcox, Head of Strategic Design
Sebastian Perez de Arce, Senior Digital Designer
PR
Simone Pipkorn, General Manager
Fleur Williamson, Account Director
Elen Clement, Senior Account Manager
Direction: The Glue Society’s Jonathon Kneebone, Director
Production Company: Revolver/ Will O’Rourke
Michael Ritchie, Managing Director/Executive Producer
Josh Mullens, Executive Producer/Head of Projects
Isabella Vitelli, Producer
Jasmin Helliar, Producer
Alex Harrod & Jordan Maddocks, Director of Photography
The Glue Society Studios, Post House
The Glue Society, Editor
Viv Baker, Flame Artist
Trish Cahill, Colourist
Sound Studio: Noise International
Kathleen Burrows, Sound Designer
