• SUB CATEGORY :
    BEST USE OF RADIO/AUDIO MEDIUM
  • COMPANY ENTERING :
    MULLENLOWE SINGAPORE, SINGAPORE
  • TITLE :
    UNMUTE DANIEL
  • BRAND :
    SINGAPORE CHILDREN'S SOCIETY
  • ADVERTISER :
    SINGAPORE CHILDREN'S SOCIETY
  • AGENCY :
    MULLENLOWE SINGAPORE, SINGAPORE
  • EXECUTIVE CREATIVE DIRECTOR :
    ERICK ROSA/ANG SHENG JIN/DANIEL KEE
  • CREATIVE DIRECTOR :
    SERGEY MASTOBAEV
  • ASSOCIATE DIRECTOR :
    ALEKSANDRA BARNES
  • COPYWRITER :
    RAUL PALHARES
  • ART DIRECTOR :
    SERGEY MASTOBAEV
  • FRONT-END TECH LEAD :
    RAY XIE
  • ACCOUNT DIRECTOR :
    SAMUEL CHRISTIAN
  • ACCOUNT MANAGER :
    MEREDITH QUAH
  • PROJECT MANAGER :
    GUO YU XIN
  • AGENCY PRODUCER :
    DOLLY TAY/CLAIRE YEO
  • OPERATION DIRECTOR :
    VICTOR HAN
  • MEDIA AGENCY :
    POSTERSCOPE, SINGAPORE/SHAZAM, SINGAPORE
  • MANAGING DIRECTOR :
    STEVE SOS (SHAZAM ASIA PACIFIC)
  • MEDIA PLANNING DIRECTOR :
    ARTHUR CHANG
  • MEDIA PLANNING MANAGER :
    PAULO FARIAS
  • SALES COORDINATOR :
    ANNIKA KEMP (SHAZAM)
  • SOUND PRODUCTION COMPANY :
    NEON SOUND, SINGAPORE
  • SOUND STUDIO PRODUCER :
    TERENCE CHAN
  • ENGLISH CONTEXT EXPLANATION :
    THIS INTEGRATED CAMPAIGN UTILISES TECHNOLOGY TO COMMUNICATE WITH ITS TARGET AUDIENCE OF YOUTHS AND PARENTS. THE CAMPAIGN CHARACTER, DANIEL, REPRESENTS EVERY CHILD WHO HAS EXPERIENCED CYBERBULLYING. DANIEL SENDS A MESSAGE IN FREQUENCY NONE OF US CAN HEAR. RECOGNISED BY SHAZAM APP AND THE SOUND WATERMARK TECHNOLOGY. WHEN THE MESSAGE IS READ BY SHAZAM,
    THE APPLICATION BECOMES A POWERFUL TOOL AGAINST CYBERBULLYING HELPING DANIEL TO SPEAK UP. SHAZAM, THE APP SYNONYMOUS WITH MUSIC DISCOVERY HAS EVOLVED TO BECOME A POWERFUL GATEWAY FOR CONTENT DISCOVERY, RECOGNISING SILENCE VIA AN ULTRASONIC WATERMARK PLAYING FROM OUT-OF-HOME INSTALLATIONS. IT HAS BEEN DOWNLOADED OVER 1 BILLION TIMES, IN OVER 190 COUNTRIES, AND USERS USUALLY ‘SHAZAM’ OVER 20 MILLION TIMES A DAY.