Execution

Singapore is a first-world country built by a large migrant workforce. Far from home and family, these construction workers spend their lives here isolated from society. They toil under tough conditions, yet have always been unacknowledged and unappreciated. They are Singapore’s invisible people. Coca-Cola and Singapore Kindness Movement wanted to build a bridge. Over several days, thousands of heartfelt messages of appreciation were collected from Singaporeans. A fleet of drones then delivered them with cans of Coke, surprising workers when they needed refreshment most, and at places inaccessible to everyone but them – at construction sites, twenty stories up. Each brought with it happiness in the form of a “thank you”. ‘Happiness from the Skies’ wasn’t set out to solve a problem. It was simply a way to bring happiness to an isolated group of people by connecting them to the rest of the Singaporean community, and through it, create a ripple effect. Over 2,000 construction workers received messages from thousands of Singaporeans. The project featured extensively on news and social media, with the video earning over 400,000 views in a month. 78% of conversations created were positive and only 8% negative. The total PR value came up to SG$1.7 million.