A famously difficult visual medium, sound, has been fused with animation to show just how important it is in our lives in the latest campaign for Bay Audiology by Saatchi & Saatchi.
The fusion of sound waves and animation is a first for Bay Audiology, with the campaign designed to remind Kiwis of the simple, but important, things they would miss with hearing loss.
'Bring your Life to Life' was a collaboration between Saatchi & Saatchi, Bay Audiology sales director and audiologist Stephanie Mears, Flux Animation and Liquid Studios to take sound data and use it to create emotive images.
The two spots of the campaign each centre around an important part of the hearing experience, the first is laughter and the second is a baby saying 'Nana' for the first time.
The team recorded and manipulated audio to shape 280 individual sound waves, which were then formed a picture representing the sound. They first identified what sounds were audible to a person suffering hearing loss. Starting with tinnitus, a common symptom of hearing loss, they took the sound wave and manipulated its frequency and volume to alter its shape and path. Each one on its own looks nondescript, so a process was applied to each of the sound waves to arrange them within a 3D space to complete the image.
Saatchi & Saatchi chief creative officer Toby Talbot says the campaign is exciting next step for the Bay Audiology brand.
"Bay Audiology's ambition to truly connect with people of all ages, ethnicities and walks of life was the foundation that allowed us to create this beautifully simple, yet technically challenging campaign."
Bay Audiology marketing director Jacqueline Tibbotts says the team is excited to introduce a totally new brand direction through the ad spots.
"This piece of creative work will hit home with so many families around New Zealand for whom hearing loss is costing precious time with family. We know the incredible difference restored hearing can make and this ad captures that perfectly."
This latest Bay Audiology campaign follows on from its 'Emotional Hearing Test' campaign which won the TVNZ NZ Marketing Awards for healthcare/beauty and best brand transformation at the 2017 awards.