​We teamed up with the Society for the Prevention of Cruelty to Animals (SPCA) to stop the use of electric shock collars for dog training purposes.

We engaged Singapore’s toughest and roughest people to try on a 4500-volt dog collar, to drive awareness of the cruelty of these collars, which are still widely used by trainers and owners in Singapore. The result? An unfiltered and intimate look at the very real pain an electric shock collar inflicts, raising questions in the viewers' minds of whether an animal should have to endure this treatment.

This campaign aims to shift the Singapore public’s opinion of shock collars from acceptance to rejection and to promote more humane training methods.​