Title | UNMUTE DANIEL |
Brand | SINGAPORE CHILDREN'S SOCIETY |
Product / Service | CYBERBULLYING AWARENESS |
Category | C02. Interactive & Dynamic Billboards / Posters |
Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
Media Placement | POSTERSCOPE Singapore, SINGAPORE |
PR | BOLD MEDIA Singapore, SINGAPORE |
Production | NEON SOUND Singapore, SINGAPORE |
Production 2 | BDA CREATIVE Singapore, SINGAPORE |
Production 3 | MEDIACENTRIC singapore, SINGAPORE |
Additional Company | SHAZAM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Erick Rosa | MullenLowe Singapore | Executive Creative Director |
Ang Sheng Jin | MullenLowe Singapore | Executive Creative Director |
Daniel Kee | MullenLowe Singapore | Executive Creative Director |
Sergey Mastobaev | MullenLowe Singapore | Associate Creative Director |
Raul Palhares | MullenLowe Singapore | Senior Copywriter |
Sergey Mastobaev | MullenLowe Singapore | Art Director |
Aditi Khumbat | MullenLowe Singapore | UX Designer |
Adam Etline | MullenLowe Singapore | Technical Director |
Adam Synder | MullenLowe Singapore | Editor / Motion Graphics Designer |
Radhe Vaswani | MullenLowe Singapore | Global Head of Clients Servicing |
Samuel Christian | MullenLowe Singapore | Group Account Director |
Meredith Quah | MullenLowe Singapore | Account Manager |
Guo Yu Xin | MullenLowe Singapore | Project Manager |
Dolly Tay | MullenLowe Singapore | Producer |
Claire Yeo | MullenLowe Singapore | Producer |
Aleksandra Barnes | MullenLowe Singapore | Associate Director |
Victor Han | MullenLowe Singapore | Operation Director |
Ray Xie | MullenLowe Singapore | Front-end Tech Lead |
Joe Zhu | MullenLowe Singapore | Front-End Developer |
Paulo Farias | Posterscope | Strategic Planning Manager |
Arthur Chang | Posterscope | Posterscope (Singapore Head) |
Steve Sos | Shazam | Managing Director (Asia Pacific) |
Annika Kemp | Shazam | Sales Coordinator |
Grant Douglas | BDA Creative | Director of Photography |
Daniel Millar | BDA Creative | Film Director |
Terence Chan | Neon Sound | Producer |
Oliver Budgen | BOLD Media | Head of APAC |
Divika Jethmal | BOLD Media | Account Executive |
We made use of digital screens that projects a sound with a frequency inaudible to the human ears, also displaying a message from Daniel that encourages people to open the Shazam app on their smartphones to detect the sound and recognize the silence via an ultra-sonic watermark. Once the sound has been detected by the Shazam app, it links to a microsite, which shares the experiences from the perspective of Daniel, the victim, as well as of the bully and bystander. These are based on actual cyberbullying cases in Singapore. The microsite contained special advices on what one can do as the victim, parent or teacher. Media sites were strategically handpicked to bring Daniel to life and raise awareness around the issue of cyberbullying. The media installations were exhibited at Clear Channel’s bus shelters, DECK art space, as well as at Republic Polytechnic and Dover Court International School.
We teamed up with the Shazam app to create a soundtrack that none of us can hear – thereafter giving silence a voice. By projecting inaudible sound waves from digital out-of-home billboards, the audience managed to listen to real cyberbullying experiences right then and there on the Shazam app microsite. Aside from Daniel’s experience, people could also listen to the bully and the bystander’s point of view, learning how to spot on the signs and how to unmute other children. Shazam has been used in advertising before but it’s the first time it communicates a message by recognising the silence what turns the application into a powerful tool against bullying.