I Love My Ears

Building on I Love My Ears' mission to raise awareness about hearing protection, we rolled out the Doppies campaign with a comprehensive content strategy centered around Amsterdam Dance Event. Using a high-impact hero we developed across social media, ADE's Live Feed and widespread OOH placements, we ensured the message reached the heart of electronic music's vibrant scene.

To deepen the message, we partnered with a selection of artists from the ADE community who are strong advocates of hearing protection, including Ray Fuego, Cynthia Spiering, Laura van Dam and Tjade. Each shared personal stories about the importance of ear protection, supported by key partners like Stichting Nachtburgemeester Amsterdam and all ADE venues. Additionally, we enlisted independent creators from the music industry to drive awareness further and distribute earplugs to festival-goers.

In the run-up to ADE, the campaign gained traction across multiple media channels. We secured coverage in news articles, newspaper interviews and segments on TV and radio, followed by columns and opinion pieces. While the primary goal was to reach young adults aged 18-24, the campaign also achieved long-term PR visibility and sparked the conversation on hearing protection at a national level, including the political arena.

Client
I Love My Ears

Project
ILME x ADE

Category
Online & OOH

Work
Strategy, Concept, Production