RNID “1 in 7″
Created by Dan McCormack and Luke Boggins at M&C Saatchi, the campaign was based on a finding that one in seven people are hearing impaired. The campaign used a set of negative straplines that dramatize the parts of life that people with hearing problems would still prefer to hear than not.
The digital activation of the big idea really brought this thought to life. Taking advantage of the object referencing method ‘Microphone.get()’, Flash analyzed the amplitude levels via the computer’s microphone and modified the graphics accordingly. Moving in relation to noise levels around the advert, the words took the form of sound imagery such as sound waves and equalizers, and thanks to location-specific messages, impact on passers-by was maximized. For example, the line at that summer’s V Festival stated, “1 in 7 would be happy to hear that it’s going to rain all weekend”.
Disclaimer: Our portfolio represents a combination of work carried out whilst employed at play/M&C Saatchi and in the course of freelance agency contracts prior to establishing Super natural in 2012.
- Categories : Other
- Date : September 2009
- Client : M&C Saatchi