SOUNDS OF SILENCE by Leo Burnett Frankfurt for TINNITUS HYPERACUSIS CENTER

SOUNDS OF SILENCE

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Bjornar Thorsen, Jenny Solem Vikra
Copywriter Jonathan Grissett
Photographer Gerard Delmas
Account Supervisor Xenia Arro
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: TINNITUS HYPERACUSIS CENTER
Product/Service: MEDICAL SURGERY
Agency: LEO BURNETT FRANKFURT
Date of First Appearance: Feb 1 2011
Entrant Company: LEO BURNETT FRANKFURT, GERMANY
Art Director: Bjornar Thorsen (Leo Burnett Frankfurt)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Photographer: Gerard Delmas (Leo Burnett Frankfurt)
Art Director: Jenny Solem Vikra
Copywriter: Jonathan Grissett (Leo Burnett Frankfurt)
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Account Supervisor: Xenia Arro (Leo Burnett Frankfurt)
Agency Producer: Netti Weber (Leo Burnett Frankfurt)
Media placement: Installations - Public Places In Frankfurt - 01.02.2011

Insights, Strategy & the Idea
In our loud, fast-paced world Tinnitus affects an ever-increasing number of people. The symptoms manifest as high-pitched sounds that can cause great discomfort. For victims of Tinnitus any negative focus on sound can intensify their distress. On the other hand, pleasant sounds and memories can create a soothing effect.

Creative Execution
With this ambient campaign, the TINNITUS CENTRE in Frankfurt follows a completely different communication strategy than this category usually does: We do not show the problem of Tinnitus, but pleasant sounds and memories that create a soothing effect.

To let people know that the TINNITUS CENTRE in Frankfurt is there to help we put gently worded messages next to music boxes playing "The Sounds of Silence." Our goal was to create an emotional experience – aural islands of calming poetry – all over the city.

Results and Effectiveness
With small installations in public areas of Frankfurt we caught the attention of many pedestrians and made them aware of Tinnitus with a very limited budge and "free media". Some pedestrians even called the TINNITUS CENTRE to express their enthusiasm for this music box idea. Some new patients found their way into the centre, searching for help and advice to cure their suffering.