|Title||FINDING YOUR VOICE|
|Product / Service||DOVE+MEN|
|Category||A05. Use of Original Composition for a Brand or Campaign|
|Entrant||BIG SYNC MUSIC Singapore, SINGAPORE|
|Idea Creation||OCTAGON Sydney, AUSTRALIA|
|Idea Creation 2||MILKMONEY Sydney, AUSTRALIA|
|Media||PHD Sydney, AUSTRALIA|
|PR||LIQUID IDEAS Sydney, AUSTRALIA|
|Production||BIG SYNC MUSIC Singapore, SINGAPORE|
|Production 2||MILKMONEY Sydney, AUSTRALIA|
|Angel Lee||Big Sync Music||Country Manager|
|Lisa Hart||Big Sync Music||Music Supervisor|
|Lizi Hamer||Octagon||Regional Creative Director|
|Ben jamin Peter McAvoy||WMP||Founder|
In 'Finding Your Voice' Pocock, recognised as one of the best players in the world, explains why he stopped a match in 2015 to call out an opposition player for using a homophobic slur on the field. By doing this he demonstrates his strength of character, conviction and ultimately the strength to care.
A number of composition agencies were asked to create a piece but McAvoy's piece was loved by brand and agency. The composer was passionate about the project and was keen to get the tone just right. He had to strike a balance between the rugby star's physical strength and masculinity, his drive and sporting motivation, with the caring passionate side - in a way that would keep the target audience engaged and moved and inspired, throughout.
The campaign which is very new has been well received by media from Campaignbrief.com to Mumbrella and Bandt.com and been talked about in the consumer press as well.
'Finding Your Voice' is the second in a series of three films from Dove+Men, featuring Australian rugby star, David Pocock. The Journey To Strength video series, targeted at an Australian audience of sport loving men, helps to challenge perceptions of masculinity and focuses on David's thoughts on what it is to be a man in a changing world and his own struggles in understanding where real strength comes from. The subtle, musical score is a vital ingredient of the film and perfectly builds and carries the moment Pocock finds the strength to speak up during a rugby match.
British composer Benjamin Peter McAvoy both composed and performed a moving piano and string arrangement that was edited for all three films including Finding Your Voice