Coca-cola Case study 'Sign'-Along Carols [video] by Ogilvy & Mather Kuala Lumpur

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'Sign'-Along Carols [video]

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Industry Soft Drinks
Media Case study
Market Singapore
Agency Ogilvy & Mather Kuala Lumpur
Director Maurice Noone, Tan Wei Peow
Regional Executive Creative Director Daniel Comar, Guillermo Caro
Executive Creative Director Nuno Lemos
Copywriter Elissa Azizi
Photographer Jesse Lung
Editor Eva Zahar
Released May 2013

Credits & Description

Category: Corporate Image & Information
Advertising campaign: 'SIGN'-ALONG CAROLS
Audio: Danny Lim (Two AM)
Copywriter: Elissa Azizi (OgilvyAction Malaysia)
Editor: Eva Zahar (Director's Think Tank)
Senior Art Director: Jarrod Reginald (OgilvyAction Malaysia)
Photographer: Jesse Lung (Untold Images)
Senior Designer: Kenny Foo (OgilvyAction Malaysia)
Executive Creative Director: Nuno Lemos (OgilvyAction Malaysia)
Executive Producer: Patminder Singh (Director's Think Tank)
Account Manager: Tammy Tan (OgilvyAction Malaysia)
Web Developer: Harinder Singh (OgilvyAction Malaysia)
Director: Maurice Noone (Director's Think Tank)
Senior Copywriter: Michelle Lim-Chua (OgilvyAction Malaysia)
Director: Tan Wei Peow (Director's Think Tank)
Web Developer: Tarry Tham (Redworks Singapore)
Regional Executive Creative Director: Daniel Comar (OgilvyAction Asia-Pacific)
Senior Designer: Elle Poon (OgilvyAction Malaysia)
Managing Director: Mahesh Neelakantan (OgilvyAction Malaysia)
Client Brief Or Objective
Christmas is the biggest season for Coca-Cola and the brand wanted to do something different in Singapore to celebrate. A great social divide exists in Singapore between the hearing-impaired (Deaf) and ordinary people. This is all the more apparent during the festive season, when Christmas carols fill the air with joy and happiness to the people who can hear them; and leaves those who can’t – feeling isolated and alone. Coca-Cola was perfectly positioned to give people an unforgettable live experience, and demonstrate the brand’s unique ability to bring people together.
The main objective of the campaign was to bring two groups of people together, namely the Hearing and the Deaf, for the purpose of influencing society at large during Christmas. Working hand-in-hand with the Singapore Association for the Deaf, Coca-Cola facilitated the two groups to learn how to sing Christmas songs in sign language. The nature of the project depended on both groups coming out of their comfort zones in an attempt to do something new and create music together, as a choir group called “The Silent Carolers.”
Sign language was finally talked about, by society at large. Literally hundreds of volunteers signed up for a sign language course at the Association’s school, social media saw at 80% increase in conversations surrounding the campaign, and donations to the school totaled at $4,500 in just one night (average contributions are just $500 a month).
The creative execution was relevant to Coca-Cola in many ways. Beyond the product, the brand is closely tied to social celebrations and generating positive emotions under the brand’s “Open Happiness.” Therefore, the idea fit perfectly both as a strong solution and service to bring out the brand’s most recognizable and marketable self: the Coca-Cola power to bring people together and deliver happiness to all.