Change the ref - "America's Most Haunted"

Grey New York

Grey New York New York, Stati Uniti

Premi

1865

Questo spot fa parte della collezione ACT Responsible

Marca: Change the ref
Paese: Stati Uniti

Cliente: Change the ref

Titolo	America's Most Haunted
Agenzia	Grey New York
Campagna	America's Most Haunted
Cliente	Change the ref
Marca	Change the ref
Data di Prima Diffusione/Publicazione	2022 / 6
Settore	Fondazioni caritatevoli, Volontariato
Trama	The past few years have been among the deadliest years on record in the U.S. with 45,000 deaths annually. But the trauma of gun violence doesn’t end there. Survivors are haunted by the mental health impact every day.
Filosofia	America’s Most Haunted is a completely immersive, 360 audio experience. Advanced sound design brought this scary story to life with over 250 foley channels, spatial mixing techniques, and the frequency of fear (below 19 Hz). Contrasting moments of silence and peaks of volume created jump scares and built tension, while alternating ethereal and grounded sound design made the horror story sound all too realistic. In addition, muffled sound effects and reverbs were expertly used in the survivor’s flashbacks, while atonal distortions and abstract textures made the listener disorientated and uncomfortable. This effect was amplified through piano textures, waterphones, and a deconstructed soundtrack. But this wasn't just another scary story—it's a story inspired by a real shooting that left a teenager emotionally and physically scarred. We concluded the podcast by encouraging listeners to get involved at ChangeTheRef.org as well as providing emotional support resources at SurvivorsEmpowered.org. Ultimately, listeners weren’t just haunted—they were moved to take action.
Problema	To reach a population desensitized to gun violence, we needed to make that trauma visceral. People needed to not just hear these stories, but to feel them. We created a chilling horror story and truly immersive audio experience. On June 3rd, 2022, National Gun Violence Awareness Day, we hijacked the popular, "Disturbed: True Horror Stories" Podcast, surprising listeners with a different kind of terror.
Tipo di Media	Case Study
Lunghezza	130 seconds
Advertising Manager	Manuel Oliver
Worldwide Chief Creative Officer	Javier Campopiano
Chief Creative Officer	Tim Jones
Group Creative Director	Laura Potucek
Group Creative Director	Guy Bricio
Group Creative Director	Josh Eastman
Group Creative Director	Ron Lewis
Creative Director	Olivia Peet
Creative Director	Lindsei Barros
Creative Director	Erica Gale
Art Director	Kaio Mendes
Project Manager	Joey Scarillo
Account Director	Elizabeth Gilchrist
Sound Design Company	CANJA Audio Culture
Sound Design Company	Curitiba
Sound Design Executive Producer	Nessa Mafra
Sound Design Producer	Ana Flor Bohrer
Sound Design Producer	Flavia Medeiros
Sound Design Producer	Matheus Peres
Head of Sound	Lucas Sfair
Head of Sound	Eduardo Karas
Head of Sound	Filipe Resende
Sound Designer	Bruno Vieira Brixel
Sound Designer	Leonardo Lima
Global Creative Chairman	John Patroulis
Chief Creative Officer	Justine Armour