SUB CATEGORY :

CASTING

COMPANY ENTERING :

EDELMAN SINGAPORE, SINGAPORE

TITLE :

THE PERFECT VOICEOVERS

BRAND :

CAUSES FOR ANIMALS SINGAPORE

ADVERTISER :

CAUSES FOR ANIMALS SINGAPORE

AGENCY :

EDELMAN, SINGAPORE

EXECUTIVE CREATIVE DIRECTOR :

VICTOR NG

COPYWRITER :

VICTOR NG

ART DIRECTOR :

WERN KEE LIM/YI RONG

JUNIOR DESIGNER :

WEI HAO LAM

EDITOR :

YI RONG

FILM PRODUCTION COMPANY :

THE FLOATING FOLKS, SINGAPORE

DIRECTOR :

AL-AZMIR IBRAHIM

FILM PRODUCER :

ZIYU LIM

POST-PRODUCTION COMPANY :

THE FLOATING FOLKS, SINGAPORE

SOUND PRODUCTION COMPANY :

32BIT RECORDING STUDIO, SINGAPORE

SOUND ENGINEER :

ROSS AHMAD

ENGLISH SYNOPSIS :

WE PARTNERED 5 ANIMAL SHELTERS TO HIGHLIGHT DOGS READY FOR ADOPTION. OUR FOCUS BEGAN WITH THE ONES MOST OVERLOOKED BECAUSE OF THEIR PASTS – CANCER SURVIVOR, VISUALLY IMPAIRED, VICTIM OF DOMESTIC ABUSE AND ALIKE. THESE PROFILES WERE THEN MATCHED TO PERSONALITIES COVERED BY MAINSTREAM MEDIA FOR HAVING OVERCAME SIMILAR PASTS – A CANCER SURVIVOR WHO IS
A CO-FOUNDER OF A TECH COMPANY WITH 15 MILLION USERS, A WHEELCHAIR-BOUND PARALYMPIC RECORD SETTER, AN INTERIOR DESIGNER WHO WAS VICTIM OF DOMESTIC ABUSE. WE THEN ARRANGED A VOICE RECORDING SESSION, WITH EACH PERSONALITY READING A SCRIPT OF SOMEONE IN NEED OF HELP. THEIR EXPERIENCE LENT AUTHENTICITY, RELATING THEIR OWN PASTS MIRRORED TO THAT OF A SHELTER DOG. THESE VOICEOVER RECORDINGS WERE MADE INTO POSTS FOR SOCIAL, WITH THE KEY MESSAGE BEING “IF WE DON’T HAVE TO BE PERFECT, WHY SHOULD THEY BE? ADOPT.” LEADING PEOPLE TO THE SHELTERS.

ENGLISH CONTEXT EXPLANATION :

OVER 1.5 MILLION SHELTER ANIMALS ARE EUTHANIZED EVERY YEAR.
THIS IS BECAUSE 3 IN 4 HOUSEHOLDS PREFER TO BUY A PET INSTEAD OF ADOPTING ONE FROM A SHELTER. OUR BRIEF WAS TO COME UP WITH AN IDEA THAT WOULD CHANGE THE PERCEPTION OF SHELTER DOGS BEING FLAWED. WITH THIS CHANGE IN ACCEPTANCE, THE END OBJECTIVE WAS TO MULTIPLY THE ADOPTION RATES.