Deaf Metal

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Camden Town, North London. The very thought of my old stomping ground conjures up a veritable buffet of exciting mental images.

Plastic plates of noodles, laced with enough MSG to stun a dinosaur. Badly dressed French exchange students, smoking droopy fags in the rain. Angry bouncers. Poorly planned (but revealingly-attired) hen parties. Pete Doherty’s last remaining fans. And sticky floored, badly lit and unpleasantly moist underground venues, full of ageing Metallica completists in gigantic denim shorts.*

Its fame as a gig-goer’s mecca is well deserved – and that reputation is burnished every year, when the Camden Crawl sees hundreds of bands and thousands of music fans descend on NW1’s venues for a weekend of rock and roll excess.

It’s the perfect place to reach  beer-swilling, music-loving teens and twenty-somethings, which is why Action on Hearing Loss (formerly RNID) picked it for their first major advertising campaign since last year – targeting a young demographic of live music obsessives.

As well as spots in cinemas and ads on phone boxes and beer mats in the borough, Action on Hearing Loss (and their creative agency Hat-Trick) unveiled a brilliant 3d billboard to hammer (or screw) home the message that loud (and live) music can ruin your hearing.

Subtle it ain’t…but in conjunction with the charity distributing 6,000 pairs of free ear plugs, I’m willing to bet it was pretty effective.

PB

*I love it, obviously.

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