The Sound of Violence

The Sound of Violence/ 2024
Agency | Cheil Hong Kong   Client | Save the Children Hong Kong

🏆New York Festivals Advertising Awards - Gold  in MUSIC/SOUND DESIGN🏆
🏆New York Festivals Advertising Awards - Bronze  in  Sound Design/Use of Sound🏆

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
Associate Art Director - Kavieng Cheng
Production Company (visual) - Mr.Meal Production
Production Company (Sound) -MBS Productions Limited