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SUB CATEGORY :
FILM & AUDIO
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ENTRANT COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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TITLE :
THE SOUND OF VIOLENCE
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BRAND :
SAVE THE CHILDREN HONG KONG
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ADVERTISER :
SAVE THE CHILDREN
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AGENCY :
CHEIL HONG KONG, HONG KONG
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CHIEF CREATIVE OFFICER :
PAUL CHAN
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EXECUTIVE CREATIVE DIRECTOR :
LILI JIANG
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CREATIVE DIRECTOR :
IVAN AU/JACKIE WONG
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ASSOCIATE CREATIVE DIRECTOR :
TUNG HEI LUI
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ASSOCIATE ART DIRECTOR :
KAVIENG CHENG
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COPYWRITER :
PAUL CHAN/LILI JIANG/KERRY FAN
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FILM PRODUCTION COMPANY :
MR. MEAL PRODUCTION, HONG KONG
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SOUND PRODUCTION COMPANY :
MBS PRODUCTIONS LIMITED (MBS STUDIOS), HONG KONG
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CAMPAIGN SUMMARY :
BACKGROUND
In Hong Kong, domestic violence against children increased by 29% in 2023 (Hong Kong Police).
As neighbours, we hear it ALL the time. But most of us choose to stay silent.
INSIGHT
Hong Kong is one of the world’s most densely-populated cities, where residents live in extreme proximity to one another.
This close proximity means that we hear the sounds of arguing, shouting, screaming and potential cases of domestic violence against children ALL the time.
And yet as neighbours—and despite being witnesses—the cultural norm is to stay silent.
IDEA
To illustrate the reality that violence surrounds us (and to urge people to report suspected cases), we recreated the iconic 'Dolby Atmos 7.1 Surround Sound Demo', typically played in cinemas worldwide.
However, in a bold move, every sound element in the demo was replaced with hard-hitting sounds of real violence.
EXECUTION
Working closely with Dolby Surround Sound technicians, we replaced every sound element with hard-hitting sounds of real violence.
In collaboration with acclaimed director Nick Cheuk, we then surprised cinema-goers before every screening of his award-winning film, ‘Time Still Turns the Pages’—a poignant tale about a young boy's struggle with family trauma, abuse and the weight of suicidal thoughts.
STRATEGY
The strategy behind 'The Sound of Violence' was to shatter the silence surrounding domestic violence against children.
By leveraging the power of sound and the familiarity of the 'Dolby Atmos 7.1 Surround Sound Demo', typically heard in cinemas, the campaign creates a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.
This bold, disruptive approach aimed to elicit a strong emotional response, encouraging individuals to take a stand against violence and report any instances they encounter.
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CREATIVITY/IDEA/INSIGHT :
INSIGHT
Hong Kong is one of the world’s most densely-populated cities, where residents live in extreme proximity to one another.
This close proximity means that we hear the sounds of arguing, shouting, screaming and potential cases of domestic violence against children ALL the time.
And yet as neighbours—and despite being witnesses—the cultural norm is to stay silent.
IDEA
To illustrate the reality that violence surrounds us (and to urge people to report suspected cases), we recreated the iconic 'Dolby Atmos 7.1 Surround Sound Demo', typically played in cinemas worldwide.
However, in a bold move, every sound element in the demo was replaced with hard-hitting sounds of real violence.
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STRATEGY :
The strategy behind 'The Sound of Violence' was to shatter the silence surrounding domestic violence against children.
By leveraging the power of sound and the familiarity of the 'Dolby Atmos 7.1 Surround Sound Demo', typically heard in cinemas, the campaign creates a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.
This bold, disruptive approach aimed to elicit a strong emotional response, encouraging individuals to take a stand against violence and report any instances they encounter.
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EXECUTION & CRAFT :
Working closely with Dolby Surround Sound technicians, we replaced every sound element with hard-hitting sounds of real violence.
In collaboration with acclaimed director Nick Cheuk, we then surprised cinema-goers before every screening of his award-winning film, ‘Time Still Turns the Pages’—a poignant tale about a young boy's struggle with family trauma, abuse and the weight of suicidal thoughts.
The sound design in 'The Sound of Violence' played a vital role in delivering a compelling, impactful and fully-immersive audio experience that stimulated discussion and raised awareness about the issue of violence.
We replaced every sound element in the familiar 'Dolby Atmos 7.1 Surround Sound Demo' with intense and realistic sounds of real violence.
This audacious approach created a jarring contrast between the expected audio experience and the shocking reality of violence.
The meticulously selected and crafted sounds immersed the listeners in a visceral and unsettling sonic environment, effectively raising awareness about the prevalence and consequences of violence.
Collaboration with Dolby Surround Sound technicians ensured a high-quality audio experience that maximised the emotional impact on the audience.
Their technical expertise and attention to detail contributed to the seamless integration of the violent sounds, creating a heightened sense of realism and immersiveness.
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RESULT :
The Sound of Violence surprised thousands of cinema-goers across Hong Kong with a hard-hitting, fully-immersive audio experience.
The hijack sparked a nationwide conversation.
The success of Nick Cheuk's film, both at the box office and at major film show awards, further amplified its impact.
+23% reports of suspected violence
+16% home interventions following calls
The message was clear:
THE SOUND OF VIOLENCE IS ALL AROUND YOU.
IF YOU HEAR IT, DON’T IGNORE IT. REPORT IT.
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URL :
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