Hasta La Creative!

Media, Direct Marketing, Design
Smile Asia

Each year, over 100,000 children in Asia are born with cleft lip and palate – birth defects that turn the simple act of eating into a daily struggle. Leaving parents constantly worried their child is not getting enough nutrition, that they will not flourish and that their life will have limited potential due to prejudice against their physical appearance. Smile Asia is a global alliance of charities funding surgeries to correct cleft lip and palate. 

Entirely dependent on the generosity of its donors, Smile Asia needed them to feel the problem at a much deeper level – to get as close as possible to experiencing cleft for themselves. In essence, to get the donations to pay for the surgeries, we had to make it personal. We needed to design an experience that was unlike any other the donors had previously had. One that would drive home to the participants the real-life effects this facial deformity has on these children – beyond the obvious aesthetics. 

Our solution: The Cleft Collection – a unique set of cutlery specially designed with a cleft of its own. Each utensil has its own cleft-shaped missing piece, so that not only does it visually mimic the condition, it also makes eating frustratingly difficult. Allowing diners to experience – if only for a single meal – what every meal is like for children with cleft, and how difficult it is to consume the necessary calories to grow, let alone to flourish.

Advertising Agency:McCann Health, Singapore
Executive Creative Director:Sean Riley
Creative Director:Alejandro Canciobello
Associate Creative Director:Rodrigo Mitma
Art Director:Yuan Ling Tan, Emily Mok
Copywriter:Mellisa Go
Producer:Kirby Ho, Eleen Yong, Priscilla Low
Director Of Communications:Rebecca Murphy
Junior Account Manager:Pei Ying Sim
General Manager:Nicole Lade
Secretary General:Abhimanyu Talukdar
Programme Manager:Phoebe Low
Campaign Executive:Lorena Sancho
Director of Human Resources:Mark Fletcher
Executive Chef:Massimo Pasquarelli
Director of Food and Beverage:Lewis Quinn
Banquet Operations Manager:Ken Fong
Director of Public Relations and Marketing Communications:Nathalyn Fong
Production House:Ground Production
Props Maker:Rei Tan
Photographer:Zantz Han
Videographer:Zantz Han, Tan Teck Kuan, Ian Dennis D’Rozario
Video Production:The Next Chapter Film, Me.
Post Production House:Magic Format Pte Ltd
Executive Producer:Tania Wu
Editor:JY Goh

Media
Renault

Post-traumatic stress disorder (PTSD) after car accidents appeared to be highly underestimated problem, that hadn’t been widely addressed before. This is the terrible oversight. According to the research published at US National Library of Medicine National Institutes of Health, the pooled prevalence of PTSD among RTA survivors was 22.25%. This means that every fifth driver that gets into car accidents suffers from psychological trauma that causes anxiety, panic and fear of driving. By the year 2020, the injury caused by RTA will be the 3rd-leading cause of disability.
This problem has never been covered in Russia, so people don’t know where to seek help. Addressing this problem to a psychotherapist isn’t an option for majority of Russians as they have a habit to deal with their traumas by themselves. According to Russian Public Opinion Research Center survey, only 1% of Russians look for counselling in a challenging situation.

For a month, Renault dealership in Moscow hosted 20 professional therapists with driver instructor skills. Renault Logan Stepway test drive cars were equipped with dual control pedals and arranged a safe driving area. Participants applied for Drive Therapy on the project website and got 3 free sessions with a therapist inside the car. The first session was held inside a parked car and included counseling, discussion of the accident, discovering deep sources of the fear. On the second session talking therapy was combined with driving in a safe area – therapist accompanied the participant and had full control over the car. On the third session they drove on the real city road.

Advertising Agency:BBDO, Moscow, Russia

Integrated
Propuesta Civica AC

Advertising Agency:Publicis Mexico
Ceo:Juan Carlos Tapia
CCO:Diego Wallach
Cso:Samantha Hernandez?
Head Of Art:Luis Sordo
Art Director:Maricarmen Mercado
Copywriter:Diego Wallach
Marketing Communications Director:Ana Ramos
Content Director:Rodrigo Rodríguez
Media Owner:Twitter Mexico
Pr:Heinie Mayerstein, Jordi Tudela, HM Strategic & Communication
Production Company:Visual Wars
Post Production:Prodigious
Propuesta Civica General Director:Sara Mendiola
Assessor in Journalism:Darío Ramírez
Project Management:Tai La Bella Damsky

Our mixtape continues with more photos and videos that have appeared in The New York Times Lens column over the past decade.

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