Does Love Last? It’s an often debated question – and it’s the title of a short film that has an ulterior motive. The film has two different outcomes depending on the viewer’s level of hearing loss. It’s a hearing test for implantable hearing solutions company, Cochlear, created by CHE Proximity, in collaboration with The Glue Society and Noise International through production company, Will O’Rourke.
Why? Because more than 3.5 million Australians are living with some form of hearing loss, and most of them would tell you that they don’t have a problem.
The film follows a couple from courtship, through marriage and into middle age. For those who hear well, the couple’s relationship seems to remains intact. But for those hard of hearing, the couple’s relationship seems to deteriorate over time. The creators have made this happen using audio techniques, sound design, clever editing and specially choreographed performances.
Emma Ramsay, senior audiologist, Cochlear, commented, “When you take away the ability to lip read and background noise, it becomes very difficult for people with hearing loss to follow the conversation.”
The film is being launched in cinemas to unsuspecting audiences who have tickets to Lion – with the aim of reaching the Oscar nominated film’s generally older audience.
The campaign will extend to online where users can take an interactive hearing test that better diagnoses their level of hearing loss, and be directed to their nearest audiologist to seek help.
Ant White, executive creative director, CHE Proximity, commented, “After witnessing reactions of cinemagoers that experienced the film, and seeing the different conclusions people draw from it, we’re confident more people with hearing loss will watch it, debate it, confront their condition and then hopefully get the help they need.”
Shaun Hand, general manager, Cochlear Australia and New Zealand, added, “We know how many precious moments are missed for those people living with hearing loss. Over time, people can lose friendships, their career, hobbies, self-esteem and even their connections to loved ones. By creating something unique like the hearing test in disguise, we’re hoping to get Australians talking about hearing loss, sharing the film with people they love – especially those who may be in denial about their hearing loss – and ultimately, seeking help.”
Credits:
Client: Cochlear Limited
General manager, Cochlear Australia/ New Zealand: Shaun Hand,
Senior Marketing communications manager, Cochlear Australia/New Zealand: Linda Ballam-Davies
Senior marketing communications manager, Cochlear Asia Pacific: Kerryn Burke
Social media manager, Cochlear Asia Pacific: Kate Harrison
Clinical education manager & audiologist, Cochlear Asia Pacific: Emma Ramsay
Agency: CHE Proximity
Chief executive officer: Chris Howatson
Executive creative director: Ant White
Group creative director: Brian Jefferson
Creative director: Ben Stainlay
Junior art director: Jake Blood
Junior copywriter: Anne Lau
Managing partner: David Halter
Group account director: Mariana Rice
Senior account manager: Alice Jamieson
Account Executive: Harry Manion
Executive producer: Tori Taylor
Head of experience: Elizabeth Geor
Head of investment: Daniel Bradley
Trading manager: Christina Webb
Head of programmatic & data partnerships: Cameron Dinnie
Strategic planner: Lily Tidy
Senior TV producer: Jen Livingston
Additional editing: Sam Mitchell & Damian Capicchiano
Digital products director: Jamie Metcalfe
Digital producer: Blair Patterson
Senior digital designer: Eddy Milfort
Digital designer: Rollo Hardy
Digital Developer: Glade Kettle
Screenwriter & Director: Pete Baker @ The Glue Society
Production Company: Revolver/Will O’Rourke
Managing Director & executive producer: Michael Ritchie
Executive producer & head of projects: Josh Mullens
Producer: Jasmin Helliar
DOP: Stefan Duscio
Editor: Philip Horn
Sound studio: Noise International
Production manager: Erin Maxwell
Sound Designer: Kathleen Burrows
Composer; Bruce Heald
PR agency: PR Edge
National managing director: Nichola Patterson
Senior account director: Amber Petty
Account manager: Clare McInerney
Account coordinator: Tess Vallance
