The customized drones dropped off boxes of Coke cans and more than 2,700 photos of Singaporeans with handwritten signs thanking the workers for building their city. The drones flew high through construction sites to reach unsuspecting workers.
“By using technology in an innovative way, as a service to happiness, we were able to bring together two segments of the community who rarely interact,” said Leonardo O’Grady, ASEAN director of integrated marketing communications,
Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific, added, “This project is exciting because it touches on a universal social tension in modern society – the disconnect between guest workers and the local residents of the places that have become their home away from home. Construction workers, in particular, tend to be ‘invisible’ as they are working in areas that are not accessible to the average person. So in order to appreciate them, we first need to see them. This is what this video allows us to do.”
More on Journey
International Ad Spotlight: A Christmas Wish Comes True in
Coca-ColaBrazil’s ‘A Bridge to Santa’
- Coca-Cola Founders-backed Wonolo Raises $5.7 Million: Why is the Startup's Series A Round a Big Deal?
- Project Last Mile Partners Announce Investment and Expansion Plans
- Wonolo Hits Its Stride: How a Startup is Solving the On-Demand Staffing Dilemma, One Job at a Time
Coca-ColaCo-Founders: A Global Network of Entrepreneurs Partnering With Coke to Build High-Growth Startups