Plugs in, sure thing!
Creative concept and Design
work for Bureau Blanco
​
Many club-goers are aware of the risks of hearing damage, yet they’re hesitant to wear earplugs—often fearing it looks uncool or diminishes the music experience. The campaign is built around a social concept: wearing earplugs makes you part of an exclusive group. It’s a lifestyle choice and a sign that you take your health seriously.
​
At the heart of the campaign is the idea of “the club.” The club represents more than just the physical venue—it’s a community of party-goers who choose hearing protection without compromising on style or fun. When you buy, carry, and wear earplugs, you belong to a club of people who know how to enjoy the night responsibly.
​
By linking this sense of belonging and status to earplug use, the campaign encourages a positive behavioral shift. Earplugs are no longer seen as awkward or boring—they become an essential and desirable part of the nightlife experience.
THE JOURNEY
OF A CLUB NIGHT
The goal of the campaign is to make buying, carrying, and wearing earplugs a standard practice. To achieve this, we immersed ourselves in the nightlife routine of the target audience and asked ourselves: How does a night out unfold, from planning to leaving the club? What are the triggers, where are the opportunities, and which message works best at each moment?
