You rarely have the chance to work on a brand that literally changes people's lives. Cochlear creates amazing devices that enable people that have lost their hearing to hear again.

Truly magical stuff, but their marketing lost sight of that, instead focusing on technical features.

We shifted the focus back to their incredible impact on people's lives—restoring sound to people’s lives. This new positioning and tagline informed all communications, including new collateral to support their latest sound processor and a book of sounds placed in audiologist offices. Because a Cochlear implant requires surgery that intimidates many people, we wanted to remind them of what they could recapture with a Cochlear implant. For promotion across digital and social, we simply played videos of people’s activation videos posted online, the moment their device is activated and they can hear again. There was nothing more we needed to say.

This launch was the most successful in Cochlear’s history.

CW: Jim Glynn
AD: KC Koch, Jeff Euteuener