SMILE ASIA

THE CLEFT COLLECTION

Each year, over 100,000 children in Asia are born with cleft lip and palate. These birth defects turn the simple act of eating, a basic activity of daily living, into a struggle for them.

To raise awareness about these conditions, We created The Cleft Collection. This 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 conditions.

With the help of Ritz Carlton, a four-course dinner crafted by Executive Chef Massimo Pasquarelli was organized. Unsuspecting guests, including several key opinion leaders, experienced how difficult it was to dine with The Cleft Collection.

Accolades

Cannes Lions: Shortlist - Media
D&AD Impact: Shortlist - Health and Wellness
LIA: Bronze - Design - Experiential Design | Bronze - Health & Wellness - Social Responsibility/Awareness
Clio Health: Silver - Direct
Spikes Asia: Bronze - Direct
Ad Stars: Silver - Healthcare | Crystal - Use of Direct Marketing

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