Cheil Worldwide Hong Kong turned out a campaign for Save The Children, the centerpiece of which is this short film, The Sound of Violence, using the latest Dolby Atmos 7.1 Surround Sound technology. The audio is put to impactful use as the short is shown in theaters before screenings of Time Still turns the Pages, the feature directorial debut of Hong Kong helmer and screenwriter Nick Cheuk.
In one of the world’s most densely populated cities, domestic violence against children increased by 29% in 2023, according to the Hong Kong Police. People hear it all the time. But, as neighbors, most remain silent. To illustrate the reality that violence surrounds us and to urge people to report suspected cases, Cheil Worldwide Hong Kong worked closely with Dolby Surround Sound technicians, replicating the sounds of violence and surprising cinema-goers before every screening of Cheuk’s award-winning feature film about a young boy’s struggle with family trauma, abuse and the weight of suicidal thoughts.
Paul Chan, chief creative officer, Cheil Worldwide Hong Kong, explained that the film was initially released to a limited audience late last year ahead of its current mainstream cinema run in Hong Kong. He said, “The Sound of Violence shatters 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.”
Malcolm Poynton, global chief creative officer, Cheil Worldwide, added, “The Sound of Violence is not just a cinema ad, it’s an incredibly powerful audio experience that has moved its Hong Kong audience to act, dramatically increasing the reports of suspected violence towards children. This film proves not just the incredible power of sound craft but the power of creativity to make the world a better place.”
CreditsClient Save the Children Hong Kong Carol Szeto, CEO. Agency Cheil Worldwide Hong Kong Paul Chan, chief creative officer; Lili Jiang, executive creative director; Paul Chan, Lili Jiang, Ivan Au, Jackie Wong, Leko Lui, Kerry Fan, Kavieng Cheng, creative team. Sound Design (Dolby Atmos 7.1 Surround Sound) MBS Studio Yiu Keung George Lee, Burnard Davy To, Wang Sin Marcus Ting, Lok Man Charlotte Chan, Phoenix Lam, sound team. CG Animation Mr. Meal Production Jacky Chow, Kinman Chow, Grass Cho, Bruce Lee, Stella Wan, team.
The Best Work You May Never See: United Sense of America, Directing Duo rubberband. Hunt Down Assault Weapons In โThe Fawnโ
This PSA titled โThe Fawnโ is from United Sense of America, a bipartisan coalition whose mission is to turn common sense and common ground into public policy. โThe Fawnโ was concepted and created by production company SMUGGLER in partnership with New York-based agency American Haiku and Austin-based agency Preacher. Written by American Haiku ECD Thom Glover and directed by the SMUGGLER duo rubberband., the film was designed as a common sense rallying cry aimed at the hunting community, questioning the need for assault weapons--in hunting and beyond that in our society generally. In light of the recent tragic high school shooting in Georgia, this message takes on a poignant urgency and underscores the need to craft progressive reform policy. The film, painful and seemingly unavoidable, forces the viewer to imagine someone elseโs finger on the trigger and something else as its target. A voiceover initially seems to be talking about a fawn who is in plain view. But instead the VO turns out to be referring to the weapon which will claim the animalโs life. While the scene itself is graphic, the messaging is matter of fact. United Sense of America contends there simply is no defensible reason or excuse for assault weapons being necessary for sports hunting--and certainly not in mainstream society which includes our childrenโs schools. Glover said, โEvery line in the film came from online discussions and conversations. Hunters are no different from the rest of us; the way people buy assault weapons is the same as the way they buy a refrigerator. We have to find a way to challenge this situation that doesnโt paint all gun owners as monsters, because theyโre not.โ [video width="1920" height="1080"... Read More