Sweet little activation idea for Coca-Cola in Singapore. Nice fit with the brand promise of ‘Open Happiness’.
As far as activations, go this would be one where the brand idea is conveyed in a subliminal way; unlike others which are action oriented. Either way, new media offers such wonderful opportunities to bring the brand promise alive. It takes some out of the box thinking to associate Christmas, carols, the deaf and Coca-Cola. And with YouTube and social sharing such ideas get amplified.