Hearing-aid provider Connect Hearing wanted a stronger position in Vancouver’s competitive Chinese market. With buys in two major Chinese publications that reach 55- to 85-year-olds, the brand’s campaign used humour to help remove some of the stigma around hearing loss. It did this by identifying common hearing problems and tying them into copy that resonated with its audience. The visuals reinforced key cultural insights (i.e. “tiny sound” in Cantonese is used to refer to things that can’t be heard), while encouraging the hard-of-hearing to take action.