Athlete’s headgear is designed to absorb impact, unfortunately for those athletes with hearing implants it also absorbs the vibrations that carry sound to the hearing implant.

That’s why Colgate and VMLY&R have partnered with Steeden, a sports equipment manufacturing company, to develop 'Hear Gear', a protective headgear designed specifically for Deaf and hard of hearing and rolled out to Australian Rules Football (AFL) players. The innovative technology built in Hear Gear features a new mold with specially engineered padding that accommodates and channels sound to the hearing implant. The lines on Hear Gear represent sound that is now being effectively channeled towards the ear, creating a more inclusive playing experience for athletes.

Colgate's commitment to inclusivity is further demonstrated through their funding of the first production run of Hear Gear headgear via Steeden, the exclusive owners of the design. By doing so, the brand is ensuring that all players with hearing impairments have access to the same level of protection and opportunities as their teammates.

“Colgate believes that everyone deserves a future to smile about”, said Anthony Crewes, Marketing Director, Colgate-Palmolive ANZ. “The Hear Gear project is a truly meaningful expression of our ‘Smile Strong’ platform.”

“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”, said Paul Nagy, CCO VMLY&R AUNZ. “Colgate are a truly connected brand having a positive impact. Hear Gear is a simple tool that give everyone the ability to enjoy sport just like everybody else, and I’m proud to have been a part of it.”

This professional campaign titled 'Hear Gear' was published in Australia in April, 2023. It was created for the brand: Colgate, by ad agency: VMLY&R Australia and New Zealand. This campaign contains 1 media asset. It was submitted 5 months ago by Communications Manager: Jacquie van der Veur of VMLY&R.


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
Integrated 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

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