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.