Demo Film

Presentation Image

Title	UNMUTE DANIEL
Client	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

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

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.