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    Ad of the Day: Cadbury Fingers encourages us all to learn some sign language

    Cadbury Fingers has partnered with the National Deaf Children’s Society (NDCS) for the latest chapter in its ‘For Fingers Big and Small’ campaign.

    ‘Sign with Fingers Big and Small’ hopes to encourage us all to learn some British Sign Language (BSL) to help deaf people feel more included. In the short film, viewers see a young girl telling the camera in BSL that she often feels excluded from conversations due to being deaf. To highlight this, some of the subtitled words on the screen are covered, which emphasizes the girl’s frustrations and feelings of isolation.

    Cadbury Fingers worked alongside Rebecca A Withey, a deaf writer and consultant, and a panel made up of people from across the deaf community to inform the project. The 30-second ad was influenced by ‘Dinner Table Syndrome’ – a phenomenon where deaf people are inadvertently left out of shared everyday conversations.

    Credits

    Client: Cadbury

    Campaign title: Sign With Fingers Big And Small

    Client: Cadbury, Mondelez

    Director biscuits and baked snacks: Elise Burditt

    Marketing manager Cadbury biscuits: Katie Dade

    Senior brand manager Cadbury biscuits: Susanne Nowak

    Junior brand manager Cadbury biscuits: Maria Ferreira Simas

    Advertising agency: VCCP

    Executive creative directors: Chris Birch and Jonathan Parker

    Creative director: Laura Muse

    Creative team: Liv Amato-Pace and Kathy Gritten

    Managing partner: Matt Smith

    Business director: Charlie Griffith

    Account director: Catherine Tilley

    Senior account manager: Katie Westwater

    Account executive: Lara Tarabey

    Group planning director: Ollie Gilmore

    Planning director: Andy Nicholls

    Junior planner: Xanthe Fuller

    Senior integrated creative producer: Sarah Fenn

    Designers: Tegan Barnes and Adam Edwards

    Illustration and animation team: Bodil Jane and Pete Henderson (Folio Art)

    Illustration BSL consultant: Cath Smith

    AFX editor: Brad Baraud

    Head of TV: Olly Calverley

    TV and agency producer: Hannah Chitty

    Production company: Girl & Bear

    Director: Lucy Bridger

    Writer-consultant: Rebecca A Withey

    Edit house: Assembly Rooms

    Editor: Jack Williams

    Post house: Girl & Bear

    Post producer: Vanessa Troop

    Flame op: Baran Sabuncuoglu

    Grade: Cheat

    Colorist: Jonny Tully

    Sound studio: Factory

    Engineer: Frankie Beirne

    PR agency: Tin Man

    Creative director: Paul Valentine

    Practice director: Leanne Bertolone

    Associate director: Helen Burdon

    Charity partner: NDCS

    Head of relationship and partnership fundraising: Joy Tootell

    Marketing officer professional training and services: Louise Cresswell

    Training officer BSL and deaf awareness: Nathalie Koenig

    Deaf BSL/English translator: Holly Lane

    Media agency: Carat

    Planning director: Jurgita Kibisaite

    Group account director: Alexander Mishutin

    Creative agency: Elvis

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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