Hasta La Creative!

Nestlé is axing Jenny Craig, its UK weight-loss programme, putting 12 jobs at risk.

Coca-Cola Singapore and the Singapore Association for the Deaf (SADeaf), set off on a life-changing experience to deliver a Christmas message with a difference. According to an article by Chinese publication Lianhe Zaobao, an estimated 8% of Singapore’s population is hearing-impaired. Clearly at Christmas, a time of joy for seemingly evervyone – many were being left out.
Instead of bringing joy, carols like “Silent Night” were an ironic and bitter reminder of how society disregards the hearing impaired. The deaf somehow lived a world apart from society, and this was made all the more apparent, when the songs we all take for granted, have never even been heard by them.
Coca-Cola, partnered up with the SADeaf to bridge the gap and bring the magic of Christmas alive for all with a unique event: the ‘Sign’-Along Carols. In the weeks leading up to Christmas, the Hearing learnt to sign and the Deaf learnt to sing. Local celebrities, volunteers and online tutorial videos were all used to teach and encourage more to learn. And on Christmas Eve on Orchard Road Singapore, they made the true meaning of Christmas a message loud enough to be heard by everyone.
The event captured the attention of people of all ages on the street. Hundreds of volunteers signed up for sign language courses and $4,500 was raised in just one night (the average contribution being only $500 a month). “Coca-Cola has always been a catalyst for bringing people together,” said Gill McLaren, General Manager, Coca-Cola Singapore. The most beautiful thing about the ‘Sign’-Along Carols was the positive response from the people who watched and talked about sign language for the first time.

Advertising Agency: OgilvyAction, Kuala Lumpur, Malaysia
Executive Creative Director: Daniel Comar, Nuno Lemos
Art Director: Jarrod Reginald
Copywriter: Michelle Lim-Chua, Elissa Azizi
Photography: Jesse Lung (Untold Images)
Design: Kenny Foo, Elle Poon
Account Supervisor: Mahesh Neelakantan
Account Manager: Tammy Tan
Production Company: Director’s Think Tank
Producer: Patminder Singh (Director’s Think Tank)
Director: Maurice Noone (Director’s Think Tank), Tan Wei Peow (Director’s Think Tank)
Editing: Eva Zahar (Director’s Think Tank)
Music: Danny Lim (Two Am)
Post Production: SEQ

Bartle Bogle Hegarty has hired Patrick Lafferty, the chief operating officer of McCann Erickson in North America, as chief executive of its North America operations.

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Attorney General Eric H. Holder Jr. said that the leak in question was among the two or three most serious leaks he had seen since the 1970s.

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According to the Justice Department, Apple took a leadership role in a price-fixing conspiracy in the market for e-books.

“Your favourite peanut butter, now with honey. Spread something new.”

Advertising Agency: DraftFCB, Toronto, Canada
Creative Directors: Robin Heisey, Jeff Hilts, Pat Pirisi
Art Director: Aya Refaeli-Bernardo
Copywriter: Greg Gray
Photographer: Philip Rostron / Instil Productions
Print producer: Victor Carvalho

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