UNMUTE DANIEL

Bronze Spike

Demo Film

Presentation Image

TitleUNMUTE DANIEL
ClientSINGAPORE CHILDREN'S SOCIETY
Product / ServiceCYBERBULLYING AWARENESS
CategoryC02. Interactive & Dynamic Billboards / Posters
EntrantMULLENLOWE 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

Brief Explanation

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.

Execution

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.

Credits

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