Ad Nut
May 6, 2024

Like Dolby audio, child abuse may be 'all around you' in powerful Cheil film

The takeoff of Dolby's iconic cinema prelude effectively highlights the need to report violence against kids on behalf of Save the Children Hong Kong.

Ad Nut and extended family are big believers in surround sound. When there's something interesting going on that's worth watching, local squirrelfolk will often take up seats with a nice view, maybe grab some nuts and start chewing and chattering away.  Sometimes it's to warn one another that a predator or danger, such as a murderous beast or a child with a slingshot is nearby. To those below, the distracting sound of chatter may appear all around them.

In a similar way, humans like to gather at cinemas for a visual and audio spectacle for the senses. Before each film, most are familiar with the immersive audio trailer that the cinema uses to remind viewers that they will be listening to Dolby Surround Sound, which plays out all around them. 

But rarely is such technology used to remind humans of potential dangers or violence, until now.

When Save the Children Hong Kong noticed a 29% rise in domestic violence against children in 2023 by police records and nearly 1,500 newly registered child protection cases, they knew they needed a powerful campaign to raise awareness of what was happening all around them in one of the world's most densely populated cities. 

Partnering with Dolby Surround Sound technicians, Cheil Worldwide created a gripping and immersive audio film called 'The Sound of Violence' that plays out to remind Hong Kongers the sound of child abuse may be all around them. Using Atmos 7.1 Surround Sound technology, the film isolates and intensifies the sounds of toys smashing, sticks whipping and children's screams in a manner that's difficult to listen to and hard to ignore, which is the point. The film calls on citizens to listen for telltale sounds and report if they suspect an issue. 

Appropriately placed, the public service notice was played immediately before the screenings of Time Still Turns the Pages, the powerful award-winning directorial debut of Hong Kong director and screenwriter Nick Cheuk, which documents a young boy’s struggle with family trauma, abuse and thoughts of suicide.

These are deep and troubling themes, and both the film as well as Cheil's case study film are disturbing and difficult to watch (Warning: the case study below the credits shows images of violence against children), but sometimes people need a reminder that deep-seated societal problems which may be easy to ignore, are actually all around them and shouldn't be. 

"If you see something or hear something, you should report it," says Save the Children Hong Kong CEO, Carol Szeto. "You should not turn a blind eye. And that’s really important. That's why we're incredibly excited to partner with Cheil Hong Kong on 'The Sound of Violence' to increase public awareness and create a safe, nurturing environment for children.” 

Ad Nut admires not only the clever way in which the message is driven home to cinema goers, but that it also uses the actual Dolby technology for more powerful effect. 

Cheil has created an ad that's hard to ignore. 

Client: Carol Szeto – CEO, Save the Children Hong Kong

Creative Agency: Cheil Worldwide Hong Kong 
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative team: Paul Chan, Lili Jiang, Ivan Au, Jackie Wong, Leko Lui, Kerry Fan, Kavieng Cheng

Sound Design (Dolby Atmos 7.1 Surround Sound): MBS Studio
Sound Team: Yiu Keung George Lee, Burnard Davy To, Wang Sin Marcus Ting, Lok Man Charlotte Chan, Phoenix Lam

CG Animation: Mr. Meal Production
Team: Jacky Chow, Kinman Chow, Grass Cho, Bruce Lee, Stella Wan 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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