Sometimes the Most Creative Idea Isn’t an Ad

This is about rock ‘n’ roll, loud-ass concerts and a terrible problem with a funny name. Tinnitus is a permanent ringing in the ears, usually caused by exposure to loud noises like rock concerts. Millions of people have it, including several of our own live-music-loving monsters. And millions more will get it. The answer? Ear plugs. So, we invented a disruptive new product that encourages music fans to wear ear protection at concerts to help prevent hearing loss.