Futureproof Academy - "Gen Z-ear" by Epica Awards 2024
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| Title | Gen Z-ear |
| Brief | Our innovative audio advertisement for Samsung leverages the unique auditory characteristics of different generations to deliver a targeted message that only Gen-Z can hear. As people age, their ability to perceive high-frequency sounds diminishes, a phenomenon known as presbycusis. By embedding a 17kHz frequency tone into the ad, we ensure that it remains audible primarily to younger listeners, who typically retain the ability to hear such high-pitched sounds. This creative approach not only highlights the distinctiveness of our message but also underscores Samsung's commitment to innovation and understanding of diverse consumer needs. The ad cleverly bypasses algorithms and traditional filtering mechanisms, as its effectiveness relies on the natural auditory differences between age groups. By engaging directly with Gen-Z through this high-frequency sound, we create a personalized and exclusive auditory experience that resonates with them. |
| Agency | MMS Communications Hungary KFT |
| Campaign | Gen Z-ear |
| Advertiser | Samsung |
| Brand | Futureproof Academy |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Radio |
| Length | |
| Executive Creative Director | M...ton Je.....ka Subscribers Only |
| Associate Creative Director | D...id H....th Subscribers Only |
| Senior Copywriter | D...iel S...sz Subscribers Only |
| Senior Art Director | S...ó S...ó Subscribers Only |
| Art Director | D...a T...ék Subscribers Only |
| Senior Account Director | Z...fia V...er Subscribers Only |
| Account Manager | E...er K...mán Subscribers Only |
| Post Producer | Be....úz S...ts Subscribers Only |