Title | TOUGH PEOPLE VS SHOCK COLLAR |
Brand | SPCA |
Product / Service | SPCA |
Category | G07. Corporate Purpose & Social Responsibility |
Entrant | FORSMAN & BODENFORS Singapore, SINGAPORE |
Idea Creation | FORSMAN & BODENFORS Singapore, SINGAPORE |
PR | FORSMAN & BODENFORS Singapore, SINGAPORE |
Production | HECKLER SG Singapore, SINGAPORE |
Post Production | HECKLER SG Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Susanna Fagring | Forsman & Bodenfors Singapore | CEO |
Jason Feng | Forsman & Bodenfors Singapore | Designer |
Ivan Guerra | Forsman & Bodenfors Singapore | Creative |
Ali Loveday-Herzinger | Forsman & Bodenfors Singapore | Executive Producer |
Adrian Ortiz | Forsman & Bodenfors Singapore | Account Director |
Lena Paik | Forsman & Bodenfors Singapore | Creative |
Shum Qihao | Forsman & Bodenfors Singapore | Creative |
Firrdaus Yusoff | Forsman & Bodenfors Singapore | Creative |
SPCA Singapore was reiterating its call for a ban on electric shock collars. The device is still being used in Singapore, although studies have shown that shock collar training may compromise a dog’s welfare, causing fear, pain and stress. The use of shock collars is already banned or significantly restricted in numerous countries around the world, though it remains legal in Singapore. SPCA’s stance is that the device has no place in animal training. The organisation advocates humane, force-free, rewards-focused and evidence-based approaches to animal training. For several decades now, SPCA has seen cases reporting the use of forceful and aversive animal training methods, predominantly in dog training.
The film is divided into two parts. In the first part, we're introduced to some of Singapore's toughest people: Taufiq, Singapore's Strongest Man Winner; Efasha, Singapore's first female boxing gold medallist; and Jon Kelly, a Spartan Elite Apac Championship winner. In the second, we put their toughness to the test by making them wear a standard 4500 volt dog collar. And then we shock them, to watch their reaction in slow motion, over the stringent sound of a soprano. By capturing real reactions from boxing champions, elite athletes and Singapore’s strongest man, the audience is encouraged to reflect on how this practice hurts animals. All to make a powerful point: if the toughest can't take it, our dogs shouldn't have to either.