SIGNEMOJI

TitleSIGNEMOJI
ClientCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
Product / ServiceCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
CategoryB02. Mobile Apps
EntrantTBWA\SHANGHAI, CHINA
Idea Creation TBWA\SHANGHAI, CHINA
Media DOINGFILMS Shanghai, CHINA
Production DOINGFILMS Shanghai, CHINA

The Campaign

Creating a complete interactive series, called sign emoji. Now whenever we send out a hand gesture, we can learn how to sign too.

Creative Execution

We invited sign language teachers to co-create the sign emoji icons. Then, we distributed them through social media platforms, where anyone could download them for free. When typing a message, a corresponding sign emoji popped up, to replace the word you were typing.

Within a few months, the sign emoji series was downloaded more than 850,000 times, more people began to understand and sign. Helping China start to learn a new language.

More deaf people who yearn for someone willing to communicate with them. But for people without hearing disorders, sign language can be difficult to learn which explains why only less than 5% of Chinese know how to use sign language. How can we make it easier for the public to learn sign language? More and more people in China are using emoji to communicate. we can leverage this trend to make emoji an interactive but also informative language. Describe the execution.

Credits

Name Company Position
Nils Andersson TBWA\ Greater China President & CCO
Ronnie Wu TBWA\ Shanghai Executive Creative Director
Jason Jin TBWA\ Shanghai Group Creative Director
Tony Fan TBWA\ Shanghai Art Director
Zizi Shi TBWA\ Shanghai Art Director
Goodman Law TBWA\ Shanghai Art Director
Xiaoliu Yang TBWA\ Shanghai Copywriter
Gao Han TBWA\ Shanghai Copywriter
Meng Yang TBWA\ Shanghai Editor
Bruce Qiu DOINGFILMS Director
Hansel Lu DOINGFILMS Producer
Xinyu Wang TBWA\ Shanghai Business Director
Milo Chao TBWA\ Shanghai Chief Strategy Officer
Victor Hu TBWA\ Shanghai Photographer
Links
Video URL