LEISURE & ENTERTAINMENT | Krisana Gallezo-Estaura, Singapore

I bet you’ll cry after watching this: Singaporeans say ‘thank you’ to migrant workers

It has been viewed and shared nearly 425,000 times.

Coca-Cola Singapore and a non-profit organization, Singapore Kindness Movement (SKM) with Ogilvy & Mather Singapore joined forces in coming up with a theme project named Happiness From The Skies.

The campaign sought to build much needed bridges between Singaporeans and the city-state’s 1.3 million-strong guest worker population.

“Singapore, is a first-world country built by a large migrant workforce. Living far away from family and friends, construction workers toil under tough conditions to earn their livelihoods. Yet, their efforts often go unappreciated and unrecognized, while they themselves are rarely acknowledged as a real part of Singaporean society,” said spokesperson from Ogilvy & Mather Singapore.

For over three days in March, SKM volunteers reached out to thousands of Singaporeans, encouraging them to come forward with personalized messages of support and thanks for guest workers. The 2,734 photos of these individuals with their handwritten notes were then collected and attached to cans of Coke, before being loaded onto custom-designed, remote-controlled delivery drones which were flown, in some cases, to as high as the 35th story of construction sites to deliver the surprise treat to unsuspecting workers.

“The campaign touched the hearts of guest workers in Singapore, with some even pasting the messages on their dormitory walls. Through the documentary style video that was released following the surprise deliveries, countless people in Singapore and around the world were inspired by the movement and were reminded that a little
kindness goes a long way,” said spokesperson.

The video campaign which was launched on May 5, 2014, has already been shared and viewed nearly 425,000 times and became a hot trending topic in Singapore over several days.

To view the Coke Drones project video, please visit: https://www.youtube.com/watch?v=sj4A6g2GP30

Project title: Happiness from the Skies
Client: Coca-Cola Singapore
Creative Agency: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Account Management: Martin Murphy, Cory Turner
Art Directors: Daphne Tann, Raziff Lau
Copywriters: Martin Loh, Augustus Sung
Agency Producers: Adele Huang, Alvin Chin, Amanda Zhang
Production House: Hogarth Worldwide (Singapore) / OneDash22
Director: Sanjay Reeves
Public Relations: Michelle Li, Samantha Kudus, Valerie Wang, Krisna Bharvani,
Sarah Guldin
Special Thanks to Singapore Kindness Movement & South Beach Consortium

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