Taking advertising to the next level

Thousands of deaf and hard-of-hearing (DHH) athletes play football in games with only a few modified rules. In addition to the obvious obstacles they face, these players have to contend with the lightning pace of today’s game and the prevalence of hearing-based technologies (like radio-equipped helmets) that excludes the deaf. Missing, for them, was a crucial technology that would facilitate clear and instantaneous communication between players and coaches. 



A new kind of football helmet—the first ever with 5G connectivity—is that solution. These helmets have tiny digital displays mounted inside the visors on which coaches can now send plays. They were developed with the input of advisors from Gallaudet University, long recognized for serving deaf and hard of hearing students.







This technological innovation was the result of a partnership between AT&T and Translation, a Brooklyn–based creative solutions company with a reputation for connecting with contemporary culture. And the response from the deaf community has been overwhelming, says Steve Stoute, CEO of Translation. “They are saying, ‘Thank you. Big companies like you usually don’t pay attention to people like us,’” Stoute says. “To do something that’s good for business—and good for people—is a privilege.”



The helmet is just one example of Translation’s commitment to take on projects that can drive social change and business results—efforts that have landed the company a place on Fast Company ’s list of Most Innovative Companies for 2024.



LEADING WITH PASSION



Stoute founded Translation in 2004, a neat pivot following a long and successful career as a music-industry executive. As he and his teams built on early successes, the company’s reputation and profile increased. Their biggest clients include industry leaders like HBO, Nike, Beats by Dre, the NBA, and WhatsApp. 



Translation projects may not look like traditional ad campaigns, Stoute says. What his company’s campaigns have in common is that they are thoughtfully designed to address specific challenges—while firmly grounded in best practices. “Organizations come to us with a problem, and we solve them through creative solutions,” he says. “These solutions are not necessarily defined by an ad.”



That kind of specific and narrow focus desired by Translation clients means that their campaign planning sometimes takes longer than the industry norm. The collaboration with AT&T, for example, was a two-and-a-half-year process. “To find a partner willing to wait three years before they see ROI isn’t easy in this day and age,” Stoute says. “There has to be a shared passion, and you have to be able to sustain that passion over the course of a changing business environment.”



FINDING CREATIVE SOLUTIONS 



As part its 5G helmet campaign, Translation created a short film called Sound of Silence . Featuring a cover of the Simon and Garfunkel classic performed by partially deaf singer Amira Unplugged, it’s a powerful presentation of the unique challenges that a Gallaudet University football quarterback—and other deaf athletes—must face when they run on to the field. The video has received more than five billion media impressions, helping the helmet earn a place in the NCAA Hall of Fame. 



“We could have just made a commercial,” Stoute says. “But doing the research and development to come up with the helmet shows our work as a creative solutions company, not just an ad agency. Hopefully, it shows the world that our industry can lead initiatives that contribute to society and drive demonstrable change.”