SOUNDS OF TRAUMA

Gold Eurobest

Case Film

Presentation Image

ClientDAVID LYNCH FOUNDATION
Category G04. Sound Design
TitleSOUNDS OF TRAUMA
Product/ServiceDAVID LYNCH FOUNDATION
Entrant HEREZIE Paris, FRANCE
Idea Creation HEREZIE Paris, FRANCE
Production MORRISON FILMS Toronto, CANADA
Production 2 APOLLO STUDIOS Toronto, CANADA
Credits
Name Company Position
Pierre Callegari HEREZIE GROUP Chief Operating Officer
Andrea Stillacci HEREZIE GROUP Chief Executive Officer
Baptiste Clinet HEREZIE GROUP Executive Creative Director
Edouard De Pouzilhac HEREZIE GROUP Associate General Manager
Thomas Couteau HEREZIE GROUP Associate General Manager
Arno Pons HEREZIE GROUP Associate Managing Director
Aurélie de Villeneuve HEREZIE GROUP Digital Creative Director
Joseph Dubruque HEREZIE GROUP Creative
Axel Didon HEREZIE GROUP Creative
Raphael Stein HEREZIE GROUP Creative
Barbara Vaira HEREZIE GROUP Agency Producer
Sveva Rossino HEREZIE GROUP Assistant Agency Producer
Yan Dal Santo Morrison Films (a Mile Inn boutique) Director
Leanne McLellan Morrison Films (a Mile Inn boutique) Producer
Mike Kirsh Mile Inn Production Manager
Adam Crosby Morrison Films (a Mile Inn boutique) Director of Photography
Daniel J Kelly The Faculty Post Producer
Pascal Desjardins Apollo Studios Sound Design Arrangement
Kim Ball HEREZIE GROUP PR Director
Anne Rabasse HEREZIE GROUP PR Director

The Campaign

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.

Creative 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.

Indication of how successful the outcome was in the market

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.

Inside a veteran’s head, war is never over. We never realize how the 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.