The Campaign

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 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%.

We put together the world's first miracle music 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 needed a mobile platform to share the miracle experience of seeing, sharing and starting a conversation with the target audience. The voice donation by audience was key to the effectiveness of the campaign. It was selected as the main platform to search the most similar voice with its targeting technology. We targeted audiences who had similar bio with the mother in very efficient ways so the audience could experience emotional & interesting content on their newsfeed that made them interact with, and share the campaign. Sound engineers wanted to try and find Eunjoo's voice identity using her vocal structure as a base. To do this, we presented a story that targeted women of a similar age through voice donation web&mobile page, and made a device that converts Eunjoo's sign language into a similar voice gathered from voice donations.