The Cleft Collection by Smile Asia by McCann Health

Agency: McCann Health
Date: May 2018
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Smile Asia has created a special set of cutleries that aims to show users how difficult it is for children with cleft lip and palate to have their meals.

The non-profit organisation, which specialises in bringing treatment and care to children with cleft lip, cleft palate and other facial deformities across Asia, is keen to help over 100,000 children in Asia who are born with these conditions every year.

The cutleries, which are named ‘The Cleft Collection’ and created by McCann Health Singapore, was introduced at four-course dinner prepared by executive chef Massimo Pasquarelli at the Ritz Carlton hotel, where guests experienced how difficult it was to dine with the cutleries.

“The Cleft Collection allows you and I to experience the struggles children with cleft lip and palate face at every meal.” said Vincent Yeow, chairman and founder of Smile Asia.

“We hope that with this initiative, we will be able to get more people to support the cause of helping children across Asia living with these conditions.”

Credits

McCann Health Singapore

Alejandro Canciobello – Creative Director

Rodrigo Mitma – Associate Creative Director

Yuan Ling Tan – Jr. Art Director

Emily Mok – Jr. Art Director

Mellisa Go – Copywriter

Kirby Ho – Producer

Nicole Lade – General Manager

Smile Asia

Abhimanyu Talukdar – Secretary-General

Phoebe Low – Manager, Programme

The Ritz-Carlton

Mark Fletcher – Director of Human Resources

Massimo Pasquarelli – Executive Chef

Lewis Quinn – Director of Food and Beverage

Ken Fong – Banquet Operations Manager

Nathalyn Fong – Director of Public Relations and Marketing Communications

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