| Ad Stars 2018 | ||
|---|---|---|
| Healthcare | - | Silver |
| Direct | Use of Direct Marketing: Ambient media (e.g. premiums, giveaways, print collateral, direct response stunts, street teams, direct response events, ambient media which encourage direct interaction) | Crystal |
Media: Experiential
Category: Charities & appeals
Client: Smile Asia
Agency: McCann Health Singapore
Country: Singapore
Creative Director: Alejandro Canciobello
Copywriter: Mellisa Go
Producer: Kirby Ho
Assoc Creative Director: Rodrigo Mitma
Junior Art Director: Yuan Ling Tan
Junior Art Director: Emily Mok
General Manager: Nicole Lade
Smile Asia
Secretary-General: Abhimanyu Talukdar
Manager, Programme: Phoebe Low
The Ritz-Carlton
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
Producer: Eleen Yong/Priscilla Low
Props maker: Rei Tan
Video Production: The Next Chapter Film
Videographer: Tan Teck Kuan
Post Production House: Magic Format Pte Ltd
Executive Producer: Tania Wu
Editor: JY Goh
Published: May 2018
Synopsis:
An eye-opening dining experience.
The Cleft Collection has been deliberately designed to make eating a challenge. The idea behind it is to allow you to experience the struggles children with cleft lip and palate face at every meal. The Cleft Collection was first unveiled at a dinner event at the Ritz-Carlton Singapore, where unknowing guests were made to eat a four-course dinner with the collection, experiencing a small taste of the frustration children with the condition have to deal with at every meal.
Each year, over 100,000 children in Asia are born with cleft conditions, birth defects that turn the simple act of eating into a challenging task. In order to raise awareness of the situation, Smile Asia wanted people to empathise with the struggle these children go through every day.