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HOME RESULTS: 2015 2014 (12) Entertainment and Branded Content — MERIT, 'Sign' - Along Carols, Ogilvy & Mather

(12) Entertainment and Branded Content — MERIT, 'Sign' - Along Carols, Ogilvy & Mather

Challenge
The song we take for granted many have never heard. Christmas is a time when people who are Deaf feel further away from the rest of us. Instead of bringing joy, carols like "Silent Night" are an ironic and bitter reminder of how society disregards the hearing impaired.

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Idea
So we taught the deaf to 'sing' and the hearing to 'sign'. The Deaf learnt about the carols and how to perform them. The Hearing learnt about sign language and how to 'sign'-along. On Christmas Eve "The Silent Carolers" performed their silent carols live. The Deaf enjoyed songs for the first time and the true meaning of Christmas was loud enough for all to hear.

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Results
The message was loud & clear. Hundreds of volunteers signed up for a sign language course. $4,500 in just one night (average contributions are just $500 a month). 80% increase in social media conversation.

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For the brand that made Santa Claus an icon of Christmas, it just felt like the right thing to do.

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Title
'SIGN' - ALONG CAROLS

Client
THE COCA-COLA COMPANY

Product/Service
COCA-COLA

Creative Director
Daniel Comar, Nuno Lemos

Art Director
Jarrod Reginald

Copywriter
Michelle Lim-Chua, Elissa Azizi

Designer Name
Kenny Foo, Elle Poon

Web Designer/Multimedia Designer
Harinder Singh, Tarry Tham

Client Service
Tammy Tan

Photographer Name
Jesse Lung

Photography Studio
Untold Images

Production House
Director's Think Tank

Production House Producer
Patminder Singh

Film Director
Maurice Noone, Tan Wei Peow

Music
Danny Lim (Two AM)

Managing Director
Mahesh Neelakantan

Post Production House
SEQ

Editor
Eva Zahar

 

Results: 2015

Golden Kancil

kuchinghappy
Kucing Happy, Fishermen Integrated

Kancil For Good

samasama
Sama-Sama, Fishermen Integrated

Advertiser of the Year

advertiseroftheyear
BSN

Young Kancil
24 Hours Winners 

Olivia Ariferiani / Abiseshana Mohan / Carmen Cheong,
TBWA KL


Gold Winners

gold-tapirCut a tree. Kill a life - Tapir, Y&R Malaysia


gold-evereadybookofplayEveready Book Of Play,
TBWA KL


gold-kuchinghappyKucing Happy,
Fishermen Integrated


gold-kuchinghappySama-Sama,
Fishermen Integrated