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Top 6: September 7th 2022
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Cadbury Dairy Milk Fingers: Sign With Fingers Big & SmallTop 6: September 7th 2022
Cadbury Fingers, the iconic shareable biscuit brand loved by families is today launching a new integrated campaign, together with agency of record VCCP London. The latest chapter of its ‘For Fingers Big and Small’ campaign series, ‘Sign with Fingers Big and Small’ encourages people across the nation to learn some British Sign Language to help people come together. Created in partnership with the National Deaf Children’s Society, the latest campaign highlights the difference British Sign Language (BSL) can make in helping deaf BSL users feel included in shared moments. Cadbury Fingers are made for when everybody comes together, yet many in the deaf community report feelings of isolation and exclusion in the kinds of shared moments that Fingers are made for. ‘Sign with Fingers Big and Small’ aims to get Brits started with little lessons to learn some everyday phrases and conversation starters in BSL. The new campaign aims to ensure that deaf people do not miss out on these moments in the future, and celebrates the role of fingers in helping more people come together and be a part of everyday interactions. The campaign launches with a powerful 30” hero film, directed by Lucy Bridger, and features a deaf teenager who describes in BSL her experience of missing out as a deaf person. As her mother bustles around the kitchen, and places a box of Fingers on the kitchen countertop, the young girl looks directly at the camera and begins signing in BSL, with subtitles appearing underneath her. To highlight the exclusion experienced by deaf people, some of the subtitles are then hidden during the scene by her mother, steam boiling from the kettle, and her younger brother, offering viewers a small glimpse into disrupted interactions she experiences every day. The moving film ends with a call to action for the nation; ‘Feel like you’ve missed bits? Let’s help more people feel included.’
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