The New Norm
Winner
Excellence in Brand Strategy and Creation
Brand Impact of the Year
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, a leading company in the field of hearing systems, has made an impressive contribution to the contemporary perception of modern hearing aids with the "The New Norm" campaign. The authentic visual language and depiction of charismatic individuals send a powerful message against stigmatization. By making the visuals freely accessible worldwide, the campaign enriches professional communication while consistently strengthening GN’s brand identity. The campaign impresses with its strategic approach, aesthetic precision, and lasting impact.
