HearCANADA
Turn Up Life
Bright colours, vibrant lifestyles, and a lush soundscape remind those suffering hearing loss that, when the world becomes muted, modern hearables can help Turn Up Life.
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Brief: Establish market newcomer HearCANADA as the supplier of next-generation hearables that allow you to live your age despite hearing loss.
Insight: Once-beloved social experiences become anxiety-inducing at the onset of hearing loss, but those suffering tend to check out rather than have their hearing checked. As HearUSA prepared to launch in the Canadian market, they needed a campaign that rejected stigma and reassured a slightly-younger demographic that hearing loss didn’t have to be the end of life as they knew it.
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Agency: Wasserman
Client: HearCANADA
Project: Brand LaunchArt Director: Winston Hartle
Writer: James DolanDirector: Osborne Macharia
Broadcast & Preroll
Our client saw merit in showing the audience how a modern hearable could help return vibrancy to life rather than telling them with wall-to-wall dialogue (like the competition). A hero :30 blanketed the airwaves while targeted :15 and :6 cutdowns ran on preroll and social media.
Hero Images
Communicating the return of vibrant hearing to a recently muted life in a single, static frame was a tall order, but the HearCANADA logomark did the heavy lifting for us when placed strategically on some carefully curated stock photography.
Fully Integrated Tactical Elements
In addition to brand-focus TV and preroll, we targeted and retargeted our demographic with tactical messaging wherever their attention was directed—newspaper, online, radio, and social media.