GOLD - IDEATHON
by MIAMI AD SCHOOL, DDB Hong Kong, Smile Asia
PROBLEM
When we hear about cleft lip and cleft palate, our attention usually turns to health-related issues: difficulties with speech, hearing problems, breathing challenges…
everything that science tells us.
However, this condition involves much more than just physical aspects. Children born with cleft lip and palate also face significant social challenges. Challenges that deeply affect how they see their identity.
INSIGHT
What if we could materialize the feelings that children with cleft lip and palate have about themselves?
IDEIA
During the gala, a masked ball will be held, but it won’t be an ordinary ball. Each mask worn by the guests will represent a real feeling that someone with cleft lip or cleft palate reported.
As the evening unfolds, the true meaning behind the masks is revealed. Guests are then invited to make donations, symbolically helping to remove these emotional barriers and supporting the children’s journey toward genuine smiles and restored self-confidence.
Direção de arte: Lucas Quintilliano, Luiz Sales, Felipe Fernandes | Redação: Pedro Machado |
Orientadores: Filipe Sanches.
MIAMI AD SCHOOL - 2025
