The Best Work You May Never See: Cheil Worldwide Sounds Off On Child Abuse


Robert Goldrich
Thursday, May. 9, 2024


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Cheil Worldwide Hong Kong turned out a campaign for Save The Children, the centerpiece of which is this short film, The Sound of Violence, using the latest Dolby Atmos 7.1 Surround Sound technology. The audio is put to impactful use as the short is shown in theaters before screenings of Time Still turns the Pages, the feature directorial debut of Hong Kong helmer and screenwriter Nick Cheuk.

In one of the world’s most densely populated cities, domestic violence against children increased by 29% in 2023, according to the Hong Kong Police. People hear it all the time. But, as neighbors, most remain silent. To illustrate the reality that violence surrounds us and to urge people to report suspected cases, Cheil Worldwide Hong Kong worked closely with Dolby Surround Sound technicians, replicating the sounds of violence and surprising cinema-goers before every screening of Cheuk’s award-winning feature film about a young boy’s struggle with family trauma, abuse and the weight of suicidal thoughts.

Paul Chan, chief creative officer, Cheil Worldwide Hong Kong, explained that the film was initially released to a limited audience late last year ahead of its current mainstream cinema run in Hong Kong. He said, “The Sound of Violence shatters the silence surrounding domestic violence against children. By leveraging the power of sound and the familiarity of the ‘Dolby Atmos 7.1 Surround Sound Demo,’ typically heard in cinemas, the campaign creates a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.”

Malcolm Poynton, global chief creative officer, Cheil Worldwide, added, “The Sound of Violence is not just a cinema ad, it’s an incredibly powerful audio experience that has moved its Hong Kong audience to act, dramatically increasing the reports of suspected violence towards children. This film proves not just the incredible power of sound craft but the power of creativity to make the world a better place.” 


Client Save the Children Hong Kong Carol Szeto, CEO. Agency Cheil Worldwide Hong Kong Paul Chan, chief creative officer; Lili Jiang, executive creative director; Paul Chan, Lili Jiang, Ivan Au, Jackie Wong, Leko Lui, Kerry Fan, Kavieng Cheng, creative team. Sound Design (Dolby Atmos 7.1 Surround Sound) MBS Studio Yiu Keung George Lee, Burnard Davy To, Wang Sin Marcus Ting, Lok Man Charlotte Chan, Phoenix Lam, sound team. CG Animation Mr. Meal Production  Jacky Chow, Kinman Chow, Grass Cho, Bruce Lee, Stella Wan, team.


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