Phonak, the leading global provider of hearing aids, introduced a revolutionary new product to their portfolio: Lyric - the 100% invisible hearing aid. Why invisible? Because some folks believe that hearing aids are the first step in that long, slow walk toward electric scooters and early bird specials. Our goal was to reach this new segment of consumers who reject conventional hearing aids for aesthetic and lifestyle reasons as well as the associated stigma. To break through category clutter, we highlighted Lyric’s invisibility by tapping into a benefit that’s disruptive for the space… sex! Signed "Life is On," the print ads feature attractive, active couples captured in romantic moments with bold headlines. The campaign shattered long-held beliefs that hearing devices are speed bumps on the road to intimacy and connection. It also got consumers, audiologists, and the press talking about a topic that is usually hush-hush.