Coca-Cola Singapore delivered thousands of cans of ice cold Coke via drones, along with messages of gratitude, to workers at high-rise construction sites around the country.
The project, conceptualized by Ogilvy & Mather (O&M), and aided by non-profit organization Singapore Kindness Movement (SKM), aims to show the migrant workers that their services are appreciated by the people of the country.
The campaign ad starts off with these hard-working men – the invisible people of Singapore – telling their stories of how and when they left their countries to earn a living for their families.
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“The project has helped to bring to the surface the feelings of gratitude and acceptance that many Singaporeans possess but rarely express,” said Marilyn Peh, the assistant general secretary of the Singapore Kindness Movement (SKM).
“The act of kindness shown in the video was simple, and the project was limited in scope, but we hope it can serve as a catalyst for other acts of kindness and understanding,” she added.
The video, it seems, has been created in the wake of “Little India riot” that occurred on December 8, 2013. Hundreds of South Asian workers rioted for two hours following a fatal road accident.
The incident also prompted backlash over the country’s treatment of its migrant workers.
Around 1.3 million foreigners work in Singapore, which has a total population of 5.4 million people, according to official statistics.
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