Sounds Of Trauma, 2 by Herezie for David Lynch Foundation

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Sounds Of Trauma, 2

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Industry Charities, Foundations, Volunteers
Media Film, Making of
Market France
Agency Herezie
Executive Creative Director Baptiste Clinet
Creative Joseph Dubruque, Axel Didon, Raphael Stein, Maria San Miguel
Production Morrison Films
Director Yan Dal Santo
Digital Creative Director Aurélie De Villeneuve
Released January 2017

Awards

Cannes Lions 2017
Design Design Craft: Sound Design Silver Lion

Credits & Description

Title: Sounds Of Trauma
Agency: Herezie
Brand: David Lynch Foundation
Country: France
Entrant Company: Herezie, Paris
Advertising Agency: Herezie, Paris
Production Company: Morrison Films, Toronto / Apollo Studios, Toronto
Executive Creative Director: Baptiste Clinet (Herezie Group)
Chief Operating Officer: Pierre Callegari (Herezie Group)
Chief Executive Officer: Andrea Stillacci (Herezie Group)
Associate General Manager: Edouard De Pouzilhac (Herezie Group)
Associate General Manager: Thomas Couteau (Herezie Group)
Associate Managing Director: Arno Pons (Herezie Group)
Digital Creative Director: Aurélie De Villeneuve (Herezie Group)
Agency Producer: Barbara Vaira (Herezie Group)
Creative: Joseph Dubruque (Herezie Group)
Creative: Axel Didon (Herezie Group)
Creative: Raphael Stein (Herezie Group)
Producer: Leanne Mclellan (Morrison Films (a Mile Inn Boutique))
Production Manager: Mike Kirsh (Mile Inn)
Director: Yan Dal Santo (Morrison Films (a Mile Inn Boutique))
Director Of Photography: Adam Crosby (Morrison Films (a Mile Inn Boutique))
Post Producer: Daniel J Kelly (The Faculty)
Sound Design Arrangement: Pascal Desjardins (Apollo Studios)
Pr Director: Kim Ball (Herezie Group)
Pr Director: Anne Rabasse (Herezie Group)
Assistant Agency Producer: Sveva Rossino (Herezie Group)
Producer: Tom Hutch (Apollo Studios)
Sound Design Arrangement: Spencer Hall (Apollo Studios)
Sound Design Arrangement: Ethan Myers (Apollo Studios)
Sound Design Arrangement: Sylvain Lefebvre (Apollo Studios)
Creative: Maria San Miguel (Herezie Group)
Date: April, 2017
Synopsis:
Over half a million U.S. troops deployed since 2001 suffer from PTSD. Yet less than 20% receive the adequate care due to lack of effective treatments, fear of stigma or insufficient government resources. The David Lynch Foundation, helping veterans to overcome trauma, wanted to raise awareness and funds for their cause.
Execution:
Sound is 99% of the idea. We illustrated war scenes with sounds exclusively recorded from everyday life: an alarm clock going off, a fan swirling, a washing machine spinning, balloons and popcorn popping and fireworks going off.With an extremely precise mix, we managed to mislead 100% of the audience by showing them real war scenes.It delivers the message: “Daily sounds can bring veterans right back to war”. Everyday sounds were selected with the cooperation of real veterans in the aim of being as true as possible.
Campaign Description:
We created a film that shows what a veteran experiences in the course of a normal day.Viewers first watch various war scenes.Super: “These images are from the battlefield. The sounds are not.”Halfway through, the film cuts to everyday scenes from civilian life: an alarm clock going off, a fan swirling, a washing machine spinning, balloons and popcorn popping and fireworks going off.It turns out that the audio from the war scenes was actually recorded using these noises.Everyday sounds were selected with the cooperation of real veterans in the aim of being as true as possible.
Strategy:
Inside a veteran’s head, war is never over. We never realize how the "normal" noises of life can be traumatic triggers for veterans of war. By putting the audience in a veteran’s shoes, we increased their inclination to donate.
Outcome:
More than 1M views in less than 5 days on social media with 0 media investment.Widespread media coverage such as “Fast Company”, “Upworthy”, “AdAge”,Most of all the project was shared by a hundred Veteran and PTSD sufferers’ pages on Facebook.The visits to the David Lynch Foundation website increased by 23% during the campaign.