Smile Asia

The Cleft Collection

Agency: McCann Health


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.

This professional campaign titled 'The Cleft Collection' was published in Singapore in February, 2019. It was created for the brand: Smile Asia, by ad agency: McCann Health. This Experiential medium campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: McCann Health, Singapore
Executive Creative Director: Sean Riley
Creative Director: Alejandro Canciobello
Associate Creative Directors: Rodrigo Mitma
Junior Art Director: Yuan Ling Tan, Emily Mok
Copywriter: Mellisa Go
Producer: Kirby Ho
Director of Communications: Rebecca Murphy
Junior Account Manager: Pei Ying Sim
General Manager: Nicole Lade
Secretary-General Smile Asia: Abhimanyu Talukdar
Manager, Programme: Phoebe Low
Director of Human Resources Ritz-Carlton: 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
Producer: Eleen Yong, Priscilla Low
Photographer/Videographer: Zantz Han
Video Production: The Next Chapter Film
Videographer: Tan Teck Kuan
Post Production House: Magic Format Pte Ltd
Executive Producer: Tania Wu
Editor: JY Goh
Video Production: U Got Shot By Me
Videographer: Ian Dennis D’Rozario


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