Smile Asia – The Cleft Collection (activation)

Brief
Create a fundraising concept for Smile Asia that people
to donate to enable surgeries for cleft patients in Asia.

Problem
The public perceives cleft as an aesthetic problem
rather than a life threatening one.

 Insight
These birth defects turn the simple act of eating,
into a daily struggle.

Idea
We created a unique set of cutlery—made up of a knife, fork and spoon
—that was deliberately designed to mimic the look and effect of cleft conditions.
We invited unsuspecting guests, including several key opinion leaders to a
unique dining experience so they can experience how difficult every meal
is for children with cleft conditions. The purpose of the event was only
revealed at the end of the dinner, highlighting one of many difficulties
faced by children with cleft conditions and raising awareness about the cause. 

Results
So far the cleft collection has funded 796 surgeries. Further fundraisers are
planned for Hong Kong, Japan, India, Cambodia and the United States.

CLIO HEALTH AWARDS 2019
Silver — Direct (Health & Wellness)/Experiential

LONDON INTERNATIONAL AWARDS 2019
Bronze — Experiential Design
Bronze — Social Responsibility/Awareness

D&AD IMPACT 2019
Shortlist — Health and Wellness

CANNES LIONS 2019
Shortlist — Media

SPIKES ASIA 2019
Bronze — Brand Experience & Activation

AD STARS 2019
Silver — Public Service Advertising (Healthcare)
Crystal — Direct (Use of Direct Marketing)

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