We were tasked by Coca-Cola to do a ‘feel-good’ campaign for Christmas. We read that as doing something meaningful that could spread the brand’s message of ‘happiness’ to more people.
In partnership with the Singapore Association for the Deaf, we created a programme that would make Christmas celebrations more inclusive for those with hearing impediments and help raise awareness for the cause.
We developed a choreography using sign language —instead of lyrics and music— to recreate traditional Christmas carols.
In doing so, we recruited more volunteers for the Association and raised awareness of its activities on social media.
The event itself took place during Christmas week in the busy commercial district of Singapore, with the participation of volunteers and passersby.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Nuno Lemos, Jarrod Reginald, Michelle Lim, Wei Kit Fong and Mahesh Neelakantan.
