Cochlear’s Hearprint online application calibrates the Internet to your ears via CHE Proximity
Cochlear has today released Hearprint; an online application that calibrates online video and music to the listener’s unique hearing ability via CHE Proximity.
CHE Proximity, together with audiologists and sound engineers have collaborated to raise awareness about the 3.6 million Australians living with some form of hearing loss.
Based on a series of user inputs, Hearprint works by adjusting audio frequencies so they are tailored to the listener’s hearing ability. It then calibrates online content to the viewer’s ears.
Anyone can download the software as a Google Chrome extension to hear all their favourite online films, TV shows and music, with their unique sound calibration.
Says Janet Menzies, general manager – Cochlear Australia and
New Zealand: “No two people hear the world the same. The new Hearprint tool helps Australians to visualise their unique sound calibration.”
Unlike hearing aids, which simply turn up the volume for all sounds around the wearer, Cochlear implants accommodate an individual’s unique hearing needs by
recalibrating their ears to the world around them to restore their hearing.
Hearprint has been applied to the first content series calibrated to user’s unique hearing. The documentaries, by award-winning director The Glue Society, tell the stories of how Cochlear is changing
the lives of people with hearing loss.
Launching with the story of Jennie Brand-Miller – leading nutritional scientist and professor of human nutrition at the University of Sydney – who suffered 20 years of progressive hearing loss before a Cochlear implant allowed her to fulfill her passions as an academic, pioneering the Glycemic Index.
And Andy King – a high performance surf coach – who had his life suddenly put on hold after losing his hearing from a coward punch. But after receiving a Cochlear implant, found his sense of self and became Surf Australia’s most esteemed coach.
Says Brian Jefferson, group creative director, CHE Proximity: “We don’t want to just make ads for Cochlear, we want to create experiences that help people reconsider their hearing and how Cochlear could help. Every day, thousands of Australians aren’t hearing as they should so for those people, the Hearprint turns every video on the Internet into a chance to realise there’s a better solution. And what better way to introduce it to the world than through the amazing stories of Jennie and Andy.”
Says Jonathan Kneebone, The Glue Society: “Following on from the success of the Hearing Test In Disguise it has been exciting for us to also direct this latest piece of innovative creativity – where we reveal the significant human impact of such incredible technology.”
Cochlear will debut the Hearprint at a launch in its Macquarie Park headquarters alongside a special panel featuring Andy King, Ant White (CCO of CHE Proximity) and Janet Menzies, general Manager – Cochlear Australia and New Zealand.
Over the next few months an addressable media campaign will promote the technology and Brand-Miller’s story to select audiences, along with a PR presence and website experience designed to capture leads.
Client: Cochlear Limited
Scott Housley, VP of Marketing & Business Development, Cochlear Australia and New Zealand
Janet Menzies, General Manager, Cochlear Australia and New Zealand
Ben Marosszeky, Senior Manager, Cochlear Asia Pacific
Kerryn Burke, Senior Marketing Communications Manager, Cochlear Asia Pacific
Linda Ballam-Davies, Senior Marketing Communications Manager, Cochlear Australia and New Zealand
Kate Harrison, Consumer Campaign Manager, Cochlear Asia Pacific
Leonie Fewster, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Julie Decker, Cochlear Care Centre Manager, Cochlear Australia and New Zealand
Agency: CHE Proximity
Chris Howatson, CEO
David Halter, Managing Director
Ant White, Chief Creative Officer
Brian Jefferson, Group Creative Director
Letizia Bozzolini, Associate Creative Director
Lisa ONeill, Associate Creative Director
Cameron Brown, Senior Copywriter
Mariana Rice, Group Account Director
Charlotte Jones, Senior Account Director
Alice Jamieson, Senior Account Manager
Jason Young, Head of Design
Vanessa Saporito, Senior Designer
Julie Duff, Head of CHEP Films
Katena Valastro, Production Co-Ordinator
Roma Stein, Operations Manager
James Shaw, Head of Performance
Hannah Garcia, Senior Experience Strategist
Elliot Tindale, Performance Manager
Ryan Townsend, Experience Manager
Elaine Yang, Performance Executive
Tien Tran, Programmatic Manager
Leigh Munday, Data and Media Operations Manager
Jamie Metcalfe, Digital Products Director
Simon Ridley, Digital Project Manager
Matthew White, Creative Technologist
Patrik Fagard, Creative Technologist
Matthew Rose, Technical Director, Product & Communications
Matthew Willcox, Head of Strategic Design
Sebastian Perez de Arce, Senior Digital Designer
PR
Simone Pipkorn, General Manager
Fleur Williamson, Account Director
Elen Clement, Senior Account Manager
Direction: The Glue Society – Director
Production Company: Revolver/ Will O’Rourke
Michael Ritchie, Managing Director/Executive Producer
Josh Mullens, Executive Producer/Head of Projects
Isabella Vitelli, Producer
Jasmin Helliar, Producer
Alex Harrod & Jordan Maddocks, Director of Photography
The Glue Society Studios, Post House
The Glue Society, Editor
Viv Baker, Flame Artist
Trish Cahill, Colourist
Sound Studio: Noise International
Kathleen Burrows, Sound Designer
13 Comments
Feels scammy.
I heard CHE have lost cochlear too which kind of proves the point.
Yep, totally looks like a scam there radar.
Multiple films, tech plugin, websites and a launch at the headquarters (must’ve been in the dead of night) of a client they no longer apparently have.
And when you click through to the website, you can actually download it and give it a shot. That confirms it. It’s a scam.
Great scam ad CHE.
Did anyone get missed in the credits?
Stick to eDMs chep
Let’s call it elaborate scam then.
Have you lost the client or not?
This is bloody awesome. Cheers.
2 scams in one week. Keep em coming CHEP
Suddenly seeing CHE call a bunch of case study videos ‘ads’.
Feels forced and small. Despite the vast numbers of people and time that appear to have been put into it.
CHE get a case study, Cochlear feel used, nobody really benefits.
Whilst this definitely looks like a ‘award opportunity’ piece of work, I still like it.
It’s a nice way to bring the problem into the creative execution and prompt a rethink.
Have the people who are claiming ‘scam’ watched the 10-minute video, visited the website, or downloaded the plugin? Great idea – literally demonstrates the product benefit in an engaging way. What more could you ask for?
In Australia, good work is called “scam”. That’s why 90% of the work here is shit. Nice one, CHE! You guys are doing it right!
Good work shouldn’t lose you clients though should it?