| Title | THE DAY SHAZAM WENT DEAF |
| Brand | WORLD HEALTH ORGANIZATION |
| Product/Service | INTERNATIONAL EAR CARE DAY |
| Category |
B01. Education & Awareness |
|
Entrant Company
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Advertising Agency
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
Credits
| Yossi Lubaton |
Baumann Ber Rivnay Saatchi/Saatchi |
Ceo |
| Nadav Pressman |
Baumann Ber Rivnay Saatchi/Saatchi |
Executive Creative Director |
| Eran Nir |
Baumann Ber Rivnay Saatchi/Saatchi |
Creative Director |
| Ronen Kornberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Copywriter |
| Niv Herzberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Art Director |
| Dorit Gvilli |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Production |
| Maya Palmon |
Baumann Ber Rivnay Saatchi/Saatchi |
Digital Producer |
| Eva Hasson |
Baumann Ber Rivnay Saatchi/Saatchi |
Planning Information Specialist |
| Maya Salomon |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Client Services |
| Moran Lupo |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Supervisor |
| Reni Bracha-landau |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Executive |
| David Kosmin |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Strategic Planning |
| Tami Schlossberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Strategic Planner |
| Ronit Doanis |
Baumann Ber Rivnay Saatchi/Saatchi |
Traffic Director |
| Dan Deutsch |
Baumann Ber Rivnay Saatchi/Saatchi |
Video Editor |
The Brief
Raise awareness among world youth to the dangers they run when listening to their music too loud.
Offer up concrete solutions and tips on how they can make their hearing safer.
Creative Execution
Shazam's song identification 'mobile' screen usually shows the word 'Listening', but on March 3rd,
users received an unexpected message from the app: 'Listening, but hardly hearing'.
Then an additional powerful message was shared with users in a banner: 'Over 43 million people
between the ages of 12-35 are not able to enjoy this song' and users were redirected to the WHO's
website to learn more and get tips about how to protect their hearing and make listening safe.
In just one day, at zero cost, the campaign was seen and experienced by 7 million people across the globe.
The WHO achieved a + 450% increase in visits to their International Ear Care Day websites Vs the previous year.
But most importantly, an audience who didn't even want to hear about ear care, started to listen.
Smartphones are today to Millenials what Walkmans were once to the kids of the 80's.
It is the predominant way they listen to music.
So we decided that if our campaign was to be successful it would need to reach them in the most contextually relevant way:
on their smartphone
on their absolutely most favorite music app
right when they are about to listen to music.