MOTHER'S FIRST SONG: A MIRACLE VOICE RESTORATION PROJECT

TitleMOTHER'S FIRST SONG: A MIRACLE VOICE RESTORATION PROJECT
ClientAIA LIFE KOREA
Product / ServiceAIA LIFE INSURANCE
CategoryE03. Innovative Use of Technology
EntrantTHE CREAM UNION Seoul, SOUTH KOREA
Idea Creation THE CREAM UNION Seoul, SOUTH KOREA
Media THE CREAM UNION Seoul, SOUTH KOREA
PR THE CREAM UNION Seoul, SOUTH KOREA
Production THE CREAM UNION Seoul, SOUTH KOREA

The Campaign

As the main sponsor of Korean music talent show Superstar K7, AIA Life Korea supported contestants taking their chances on the big stage while creating emotionally-moving content. While the Mother's First Song Campaign began with the desire to create miracles through music, we couldn’t help but wonder how we could help those off the stage, in their everyday lives. We developed The First Voice, an interactive sign language device for Kim Eun-ju - a mother of three with an incurable speech disorder - so she could sing happy birthday to her daughter.

Creative Execution

We put together a miracle event where we developed an interactive sign language device for a mother with a speech and hearing impediment who has always wanted to sing happy birthday to her daughter. We first received voice donations from regular people through various participatory channels such as the company’s Facebook page, mobile app, and an audio recording system so as to restore her voice. We then found a sound engineer as well as an otolaryngologist to help provide vocal training as well as finding and selecting one final contestant who has the most similar vocal and facial structure to the mother’s. After the selection we made the interactive sign language device. It restores the mother’s voice by having her employing sign language movements. We trained her hand movements and developed a vocal library to match with the device’s motion sensing system. The mother was then able to miraculously sing for the very first time on the day of her daughter’s birthday. A total of over 12.6 million unique views have been recorded on Youtube and Facebook alone, and the campaign has been covered on various broadcast channels and PR sites such as Fuji TV, PR Week, Campaign Asia, Branding in Asia, etc. This campaign increased top-of-mind awareness to 89% and brand awareness to 14%.

Credits

Name Company Position
Jae Ki Lee THE CREAM UNION Creative Director
Big Choi THE CREAM UNION Executive Creative Director
Soo In Yang THE CREAM UNION ArtDirector/Technical Direction
Kayip Lee THE CREAM UNION Art Director/Media Artist
Jeong Hoon Lee THE CREAM UNION Chief Account Officer
Su Jee Lee THE CREAM UNION Account Executive
Ha Na Lee THE CREAM UNION Designer
Chang Beom Kim THE CREAM UNION Account Executive
Links
Supporting Webpage