The New Norm
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
Misconceptions about modern hearing aids contribute significantly to the fact that 4 out of 5 people worldwide do not have their hearing loss treated. GN is addressing this fact with The New Norm. For the campaign, US photographer Gala Ricote portrayed personalities who live confidently with hearing aids. The images are offered to the media and audiologists free of charge in order to promote a contemporary image of the devices. At the same time, the motifs also contribute to the external image of the company itself. The images were central part of the GN stand at the world's largest hearing acoustics trade fair, EUHA in Hanover in October 2024.
The Jury‘s Statement
GN Hearing delivers an impressively contemporary response to one of the core challenges in hearing acoustics with the campaign "The New Norm": the stigma surrounding hearing systems. The authentic portraits of real users, captured by US photographer Gala Ricote, convey confidence and joy. By providing the visuals free of charge, the campaign not only reaches a wide audience but also establishes a new visual language for the industry. Strategically thoughtful and aesthetically compelling, "The New Norm" sets benchmarks in brand communication and reinforces the company's relevance in the hearing acoustics sector.
