Ente Nazionale Sordi (ENS) - "The Sign Dance"

DLV BBDO Milan, Italy

Awards

824

This ad is part of the ACT Responsible Collection

Brand: Ente Nazionale Sordi (ENS)
Country: Italy

Advertiser: Ente Nazionale Sordi (ENS)

Title	The Sign Dance
Agency	DLV BBDO
Campaign	The Sign Dance
Advertiser	Ente Nazionale Sordi (ENS)
Brand	Ente Nazionale Sordi (ENS)
Date of First Broadcast/Publication	2022 / 3
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	The goal of the campaign is to make available to hearing people a series of expressions in ISL useful in everyday life.So, we selected some simple phrases from the most famous Italian pop songs and translated them into ISL. Then, we matched the ISL translations with the music, creating original TikTok choreographies to give people – especially young ones - a fun and immediate way to start learning by dancing.
Philosophy	The Ente Nazionale Sordi (ENS) and the Comitato Giovani Sordi Italiani (CGSI), together with DLVBBDO, to bring Italian sign language closer to everyone.  Thanks to the efforts of the Ente Nazionale Sordi (ENS), which has always been active in integration projects, in 2021 the Italian Sign Language (ILS) was recognized as an official language.  Despite this important milestone, there are only about 100,000 Italians who know or use ILS: mainly deaf, their hearing family members and interpreters.    In order to make ILS more and more an everyday language and take another important step towards integration, the ENS, CGSI and DLVBBDO have created the first project that transforms TikTok ballets into a fun and immediate way to bring people closer to Italian Sign Language. The agency Omnicom PR Group joined the project to amplify its communication through PR and Digital PR activities. The goal of the campaign is to make available to hearing people a series of expressions in ILS useful in everyday life. To do this, some phrases taken from the most famous musical hits (of today and yesterday) will be "choreographed" with the signs and facial expressions corresponding to their translations into ILS. In this way, it will be enough to dance to have a first contact with ILS. The decision to use TikTok stems from a simple insight: besides being the most inclusive and most used social network by the new generations, ballets and choreographies have always been among the most shared and viewed content. The parallelism with ILS was therefore immediate and spontaneous. Starting to learn a new language has never been so much fun: let's teach and sign!
Media Type	Social Media
Length	52 seconds
More Information	https://www.tiktok.com/@thesigndance
Executive Creative Director	Daniele Dionisi
Executive Creative Director	Serena di Bruno
Creative Director	Giulia Ricciardi
Art Director	Emily Vanzo
Copywriter	Riccardo Stazione
Copywriter	Margherita Ceretti
Social Media Manager	Fabio Infurna
Social Media Manager	Serena Coppola
Video Editor	Alessandro Feraud
Account Director	Marco Pieschi
PR Agency	OMNICOM PR
PR Client Director	Alessandra De Martino
PR and Digital PR Manager	Maxim Garavaglia
Storytelling and PR	Elena Cirla