26 April 2023. Colgate and VMLY&R have partnered with Steeden to develop ‘Hear Gear’, a protective headgear equipped with specialised technology to assist Deaf and hard of hearing Australian rules football players with hearing implants on the field. Ideated by VMLY&R and designed, tested and built by Steeden, Hear Gear helps to create a more equitable environment for hearing impaired athletes.
Traditional headgear is designed to sit flush against the head to protect the wearer. It absorbs impact, but in a Deaf and hard of hearing athlete’s case, it also absorbs the vibrations that carry sound to the earing implant. Hear Gear uses a new mould, with a redesigned padding that both accommodates and channels sound to the hearing implant. The lines on Hear Gear represent sound that is now being channelled towards the ear.
To create a stronger player-to-player connection for Deaf and hard of hearing athletes and their teams, Colgate is funding the first production run of Hear Gear headgear via Steeden (the sole owners of its design) to ensure AFL players can enjoy the sport on a level playing field.
The launch of the Hear Gear project is part of ‘The Sound of a Smile,’ a recent campaign launched by Colgate and VMLY&R to raise awareness of the importance of inclusion and belonging in sport. The campaign featured Jamie Howell, a Deaf QAFLW athlete playing for Brisbane’s Yeronga Devil’s. Hear Gear is the third instalment of the campaign and comes just in time for the 2023 season.
Anthony Crewes, Marketing Director, Colgate-Palmolive ANZ said “Colgate believes that everyone deserves a future to smile about. To realise that promise we’ve worked with VMLY&R and Steeden to develop the Hear Gear project, as a truly meaningful expression of our ‘Smile Strong’ platform. The project is inspired by Jamie’s real- life experience and could have wide-reaching effects in Australia. Now, we have moved from telling stories to actively creating them!”
Paul Nagy, CCO VMLY&R AUNZ said “We are so fortunate to work with a brand that doesn’t just talk about optimism, they do things in the real world to create it. It’s a connected brand really having a positive impact. Hear Gear is a simple tool that gives more Australians the ability to enjoy sport just like everybody else, and I’m proud to have been a part of it.”
CREDITS:
Client: Colgate:
Yves Briantias – Vice President Marketing, APAC
Lyndon Morant – Marketing Director IMC
Anthony Crewes – Marketing Director, ANZ
Kate Hickey – Associate Director Marketing – Oral Care, ANZ
Maria Casas – IBE Lead, ANZ
Daniela Bosso – Senior Brand Manager, ANZ
Special thanks to:
Yeronga Devils Footy Club & Jamie Howell
Hannah Gray & the team at Steeden
Creative Agency: VMLY&R
Chief Creative Officer – Paul Nagy
Chief Strategy Officer – Ali Tilling
Group Executive Creative Director – Jake Barrow
Senior Art Director – Bryce Waters
Senior Copywriter – Blair Panozza
Managing Partner – Katherine Chen
Group Account Director – Elaine Loke
Account Director – Sinead Kelly
Executive Producer – Rachel Rider
Senior Content Producer – SarahJane Sands
ntegrated Producer – Maddison Fricker
Lead Editor & Colourist – Alek Janev
Design Director – Elliot Owen
Technical Director – Luke Torney
Supplier Credits:
Production Company – Taxi Film/Vault
Senior Producer – Simone Mackie
Brisbane Director / DOP – Tony Prescott
Melbourne Director – Opie Sayner-Hassall
Melbourne DOP – Cesar Salmeron
Stills Photography – Chris Crawford
Retouching – Mark Sterne
Sound Studio – Ran Run
Media: Wavemaker
Group Client Director – Laura Brady
Marketplace Group Director – Octavio Martinez
PR: Inside Out PR
CEO & Founder – Nicole Reaney
PR & Influencer Manager – Isobel Goodwin-Moore
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