SOUND OF METAL

Over one billion individuals worldwide experience some degree of hearing loss, with a notable 10 million in Brazil alone. Consequently, the thematic relevance of the movie “Sound of Metal”, in which the protagonist suffers from deafness, holds particular significance for the Brazilian population. Recognizing this resonance, TV Globo strategically chose to broadcast the film on World Deaf Day and the combination of these factors became the perfect opportunity to unite the commercial and social objectives.
In the cinematic narrative, the protagonist, despite facing deafness, discovers a unique sensitivity to his environment through sound waves. Leveraging this concept, we engineered an immersive binaural experience, enabling those without hearing impairments to comprehend the challenges faced by individuals with hearing loss.
The expectation was to generate reflection on the subject and raise awareness among the Brazilian audience, as well as, of course, advertising the broadcast of the film, and this mission was accomplished. We had an excellent audience and a lot of engagement on social media from the moment we aired the promotional piece.