Cannes Contenders 2018: Tonic Worldwide

Believe your entry deserves a Lion? Send us the work and the case

May 16, 2018 06:57:00 AM | Article | Campaign India Team Share - Share to Facebook

With the Cannes Lions International Festival of Creativity 2018 just about a month away, Campaign India returns with its 'Cannes Contender' series.   
The premise is:  
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?   
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.  
Tonic Worldwide has one such entry.
#TurnOnTheWoofer - Animals Matter To Me
Festivals are a way to connect with each other and express felicity. But every Diwali is a nightmare for our furry friends. With noise levels reaching up to 116.4 decibels, the never-ending noise pollution in Diwali increases their stress levels as dogs hear four times more than humans. The maddening noise of fire crackers leads to anxiety attacks and palpitations. unfortunately, they have no other option than to just bear the mental torture.
Diwali is India’s biggest festival and is all about spreading happiness. So, we made sure that our friends didn’t feel left out and helped them relax just the way humans do – by listening to music. Introducing Woofer - therapeutic music for dogs to destress.
The campaign #TurnOnTheWoofer introduced specifically composed music for dogs which was created by renowned musician Siddharth Basrur with a unique technology which took weeks of research and trial. The music was an amalgamation of special ambient, instrumental and meditational music which was created using guitars, keys and native instruments. To ensure it had the maximum impact, special low-level beats and rhythms were used. While the campaign #TurnOnTheWoofer was launched during Diwali, the idea was to create something that not just helps dogs during Diwali but also during other situations such as separation anxiety or bad weather.
The music was played to 150 dogs in the rehab facility of Animals Matter To Me, an animal NGO committed to the welfare of all types of animals.