Smile Asia

The Cleft Collection

Agency: McCann


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 empathize 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.

This professional campaign titled 'The Cleft Collection' was published in Singapore in May, 2018. It was created for the brand: Smile Asia, by ad agency: McCann. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 6 years ago.


Advertising Agency: McCann Health, Singapore
Creative Director: Alejandro Canciobello
Associate Creative Director: Rodrigo Mitma
Junior Art Directors: Yuan Ling Tan, Emily Mok
Copywriter: Mellisa Go
Producer: Kirby Ho
General Manager: Nicole Lade


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