RUSTLE OF PAPER by Wunderman Y&R Zurich for Phonak

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RUSTLE OF PAPER

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Industry Health & Pharmaceutical Products, Racial/Ethnic/Handicapped/Minority Awareness, HIV/AIDS
Media Design & Branding
Market Switzerland
Agency Wunderman Y&R Zurich
Executive Creative Director Roger Rüegger
Art Director Silke Heinzelmann, Michael Gallmann
Copywriter Samuel Textor, Florian Tillmann
Photographer Ted Sabarese
Typographer Christoph Krummenacher, Nora Angstmann
Released October 2010

Credits & Description

Category: Posters
Advertiser: PHONAK
Product/Service: HEARING AIDS
Agency: WUNDERMAN
Date of First Appearance: Oct 27 2010
Entrant Company: WUNDERMAN, Zurich, SWITZERLAND
Chief Creative Officer: Markus Gut (Advico Y&R)
Executive Creative Director: Roger Rüegger (Wunderman)
Copywriter: Samuel Textor (Wunderman)
Copywriter: Florian Tillmann (Futurecom)
Art Director: Michael Gallmann (Wunderman)
Art Director: Silke Heinzelmann (Futurecom)
Typographer: Nora Angstmann (Wunderman)
Typographer: Christoph Krummenacher (Wunderman)
Strategy: Benedikt Bitzi (Advico Y&R)
Managing Director: Renato Di Rubbo (Wunderman)
Senior Consultant: Rahel Güttler (Wunderman)
Consultant: Sonja Wyss (Wunderman)
Photographer: Ted Sabarese
Costumes: Ami Goodheart
Media placement: B2B And B2C Media - Various - 27.10.10
Describe the brief from the client
Phonak - based in Zürich, Switzerland - is a leading brand in developing, manufacturing and distributing hearing aids. They asked us to create an international campaign for a revolutionary new range of hearing aids targeted at a broad audience with hearing problems. The Spice Generation offers hearing delight by bringing back sounds that are vital to fully enjoy life's rich acoustic landscapes.
Describe the challenges and key objectives
Advertising for hearing aids often involves showing people of a certain age smiling. This is not what we wanted to do. Instead we decided to focus on the effects the Spice devices were able to bring about to one’s ears. Someone who needs a hearing aid must be reassured that the quality these tiny instruments produce resembles the sounds a person has enjoyed his whole life as closely as possible. At the same time, Phonak was determined to break with the convention of using a classic slice of life imagery as applied by their competitors.
Describe how you arrived at the final design
We dramatised the effect when a person feels and enjoys sounds anew. Inspired by the acoustic world around us and the elements of nature, we created shapes to express the unique beauty of hearing delight: the ‘Sculptumes’. The striking visuals became stars of the campaign and appeared in wide spread print ads and in POS materials, mesmerising customers and retailers alike.
Give some indication of how successful the outcome was in the market
The launch of the Spice Generation proved to be a success for Phonak. Demand among fitters and customers keeps increasing due to the recognisably unique visuals that distinguish the devices unmistakably from the competition.