Get Gen Z and millennials to care about hearing protection before the damage is done.

The Ask:

A generation that lives loud is heading toward a future of silence. 1 billion young people risk hearing loss simply because safe listening isn’t on their radar.

The Insight:

Get Trojan, a company that protects below the belt, to now protect above.

The Solution:

Assorted Trojan Practice Slice sound packs of ear buds in purple, blue, orange, and pink packaging, scattered on a dark surface.

Practice safe sound

The Big Idea:

Credit: Art Directors: Ro, & Dalya Rahman Copywriters: Zimo An

Logo combining Trojan and CHHA latex condom brands, featuring a purple Trojan helmet symbol and purple text.

‘Protection Above The Belt’

OOH

A purple advertisement with bold white text that reads 'RIBBED FOR COMFORT'. Below the text is an image of a purple foam earplug. In the bottom left corner, there is a logo for the Canadian Hard of Hearing Association. In the bottom right corner, the
A poster with a brown background that features a large bandage and bold white text reading 'Protection above the belt, practice safe sound,' promoting hearing protection. Logos of the Canadian Hard of Hearing Association and Trojan are at the bottom.
Poster with text 'Size Does Matter' and 'Practice Safe Sound'. Displays three foam earplugs in different sizes, blue, green, and yellow. Logo of Canadian Hard of Hearing Association and Trojan at the bottom.
Pink purple background with bold white text saying 'Take it like a champ' and 'Practice safe sound.' There is an image of pink foam earplug. Logos of Canadian Hard of Hearing Association and Trojan at the bottom.
A digital poster on a subway train reads 'It's a tight fit' with a shell graphic and the slogan 'Practice safe sound.' The poster also includes logos for the Canadian Hard of Hearing Association and Trojan.
Interior of a train with an orange advertisement on the wall that reads 'Protection Above the Belt. Practice Safe Sound.' The train has orange seats, black poles, and windows showing blurred scenery outside.
Rainy city street at night with a bus shelter displaying an advertisement that says 'Take it like a champ' with an image of a hearing aid, and neon lights reflecting on the wet pavement.

OOH

WILD POSTING

A man walking past a wall covered with colorful posters promoting safe sound practices, wearing a white hoodie and gray pants.

PRODUCT RELEASE: 

SOUND REDUCTION EAR PLUGS

Set of Trojan Practice Safe Sound earbud packages in blue, purple, pink, and orange, with corresponding earbuds and individual earbud packs displayed.

Trojan can now protect all your holes. For a company who protected below the belt for so many years—Now has a chance to protect above with their new product sound reduction ear plugs.

SOCIAL MEDIA:

WHEN THE SOUND HITS

Three Instagram posts on a phone screen, each with motivational messages about music and concerts. The first says "Stays in tight even on a rough ride," the second says "Don't let the climax hurt," and the third says "Go harder. Hear longer." All have background images related to concerts and the Trojan logo at the bottom.

Social media posts that remind us to enjoy with care. Concerts may be fun but we would like to be able to hear when they come back for a reunion tour

VANS WARP TOUR

ACTIVATION

An outdoor concert festival at night featuring multiple booths and stages, including a Trojan Stage with a practice safe sound sign, a surfboard ride, charging lockers, and a decibel duel area. The scene has colorful lighting on the ground and a large crowd, with a promotional mobile phone screen showing safe sound practice tips.
Black hoodie with graffiti-style text and graphics related to practice and sound, featuring a cartoon character wearing sunglasses and a cap.
White hoodie with blue and black text and logos, front and back views. The front has the Trojan logo and the text 'Practice Safe Sound.' The back has large stylized text 'Size Does Matter' with additional smaller text below.
Black hooded sweatshirt with printed text on both the front and back, featuring logos and motivational phrases.
White hoodie with purple and black text and graphic design promoting safety and soundness for awareness event.
Black hoodie with purple paint splatters, front features a Trojan helmet logo with the text "TROJAN CHHA," back has bold purple and white graffiti-style text reading "FOR THE 1 BILLION AFFECTED," and smaller text "A MESSAGE BROUGHT TO YOU BY TROJAN X
White hooded sweatshirt with small logo on the chest, featuring a Trojan helmet and the words 'Trojan CHAA P.O.'; back has a large graphic of a gorilla wearing sunglasses and a baseball cap, with black stripes and stylized text in the background.
An infographic about practicing safe sound with text and images of ear protection products, smartphones, and promotional materials, advocating for hearing protection.