Ad of the Day: Cadbury Fingers encourages us all to learn some sign language
Cadbury Fingers has partnered with the National Deaf Children’s Society (NDCS) for the latest chapter in its ‘For Fingers Big and Small’ campaign.
Cadbury Fingers ad by VCCP London / VCCP
‘Sign with Fingers Big and Small’ hopes to encourage us all to learn some British Sign Language (BSL) to help deaf people feel more included. In the short film, viewers see a young girl telling the camera in BSL that she often feels excluded from conversations due to being deaf. To highlight this, some of the subtitled words on the screen are covered, which emphasizes the girl’s frustrations and feelings of isolation.
Cadbury Fingers worked alongside Rebecca A Withey, a deaf writer and consultant, and a panel made up of people from across the deaf community to inform the project. The 30-second ad was influenced by ‘Dinner Table Syndrome’ – a phenomenon where deaf people are inadvertently left out of shared everyday conversations.
Credits
Client: Cadbury
Campaign title: Sign With Fingers Big And Small
Client: Cadbury, Mondelez
Director biscuits and baked snacks: Elise Burditt
Marketing manager Cadbury biscuits: Katie Dade
Senior brand manager Cadbury biscuits: Susanne Nowak
Junior brand manager Cadbury biscuits: Maria Ferreira Simas
Advertising agency: VCCP
Executive creative directors: Chris Birch and Jonathan Parker
Creative director: Laura Muse
Creative team: Liv Amato-Pace and Kathy Gritten
Managing partner: Matt Smith
Business director: Charlie Griffith
Account director: Catherine Tilley
Senior account manager: Katie Westwater
Account executive: Lara Tarabey
Group planning director: Ollie Gilmore
Planning director: Andy Nicholls
Junior planner: Xanthe Fuller
Senior integrated creative producer: Sarah Fenn
Designers: Tegan Barnes and Adam Edwards
Illustration and animation team: Bodil Jane and Pete Henderson (Folio Art)
Illustration BSL consultant: Cath Smith
AFX editor: Brad Baraud
Head of TV: Olly Calverley
TV and agency producer: Hannah Chitty
Production company: Girl & Bear
Director: Lucy Bridger
Writer-consultant: Rebecca A Withey
Edit house: Assembly Rooms
Editor: Jack Williams
Post house: Girl & Bear
Post producer: Vanessa Troop
Flame op: Baran Sabuncuoglu
Grade: Cheat
Colorist: Jonny Tully
Sound studio: Factory
Engineer: Frankie Beirne
PR agency: Tin Man
Creative director: Paul Valentine
Practice director: Leanne Bertolone
Associate director: Helen Burdon
Charity partner: NDCS
Head of relationship and partnership fundraising: Joy Tootell
Marketing officer professional training and services: Louise Cresswell
Training officer BSL and deaf awareness: Nathalie Koenig
Deaf BSL/English translator: Holly Lane
Media agency: Carat
Planning director: Jurgita Kibisaite
Group account director: Alexander Mishutin
Creative agency: Elvis
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