Smile Asia: The Cleft Collection

May 25, 2018Filed under Direct Marketing, Design and Public Interest, NGO

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. The Cleft Collection, a unique set of cutlery, was deliberately designed to change the way people eat so they can experience how difficult every meal is for children with cleft lip and palate. With the help of the Ritz-Carlton, the silverware was first unveiled at a dinner event. 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.

Advertising Agency:McCann Health, Singapore
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
General Manager:Nicole Lade
SecretaryGeneral:Abhimanyu Talukdar
Manager:Phoebe Low
Programme:Phoebe Low
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
Video Production:The Next Chapter Film
Videographer:Tan Teck Kuan
Post Production House:Magic Format Pte Ltd
Executive Producer:Tania Wu
Editor:JY Goh
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