The Sound of Violence/ 2024
Agency | Cheil Hong Kong Client | Save the Children Hong Kong
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/Ad Fest - 1 Bronze + 3 Finalists
/Clio Health - 1 Sliver + 2 Bronzes
/D&AD - Wood Pencil
/Hong Kong Kam Fan Awards - 1 Grand Kam Fan (Grand Prsix) + 6 Gold + 2 Sliver + 2 Bronze
/New York Festivals Advertising Awards - 1 Gold + 1 Bronze
/London International Award - 1 Bronze + 1 Finallist
/Mad Star - 2 Golds + 1 Silver + 1 Bronze + 4 Crystals
/One Asia Creative Awards - 1 Silvers + 2 Bronzes + 2 Mermits
/Spikes Asia - 1 Sliver + 2 Bronzes + 1 Shortlist
/The Clio Awards - 2 Bronzes
/The One Show - 1 Bronze + 1 Mermit
Background - In Hong Kong, domestic violence against children increased by 29% in 2023. In one of the world's most densely populated cities, we hear it all the time. But as neighbours, most of us stay silent.
Idea - To illustrate the reality that violence surrounds us(and to urge people to report suspected crimes), we re-created the iconic' Dolby Atmos 7.1 Surround Sound Demo'.
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 surpised cinema-goers before every sceening 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 message was clear: The sound of violence is all around you. If you hear it, don’t ignore it. Report it.
Talent Credits |
Chief Creative Officer - Paul Chan
Executive Creative Director - Lili Jiang
Creative Director - Ivan Au, Jackie Wong
Associate Creative Director - Tung Hei
Copywriter - Paul Chan, Lili Jiang, Kerry Fan
Art Director - Kavieng Cheng Production Company (visual) - Mr.Meal Production
Production Company (Sound) -MBS Productions Limited