Singapore is a first-world country built by a large migrant workforce. Far away from family and friends, these construction workers toil under extremely tough conditions to earn a livelihood. Yet, their efforts often go unappreciated and unrecognized, while they themselves have never been completely acknowledged as part of Singaporean society. They are Singapore’s invisible people.

Coca-Cola, together with Singapore Kindness Movement, wanted to build a bridge between Singaporeans and these migrant workers. To create a positive ripple effect that began with a moment of happiness. We wanted to let Singaporeans be the genuine source of happiness, while Coca-Cola takes on the role as a deliverer.

We executed this by engaging with the three different groups of the stakeholders, the local community and influencers. Over several days, we collected thousands of messages of appreciation from Singaporeans. Then, using a fleet of custom-built drones, we delivered them together with Coke to where and when the workers needed it most – at construction sites, twenty stories up.

Thousands of Singaporeans of all ages and from all walks contributed their messages of appreciation. These were delivered to over 2,000 migrant workers at construction sites all over Singapore, each one bringing with it a little happiness.

Most importantly, this campaign touched the hearts of migrant workers in Singapore, with some even pasting these messages on their dormitory walls. Countless people shared happiness throughout the campaign, and a simple, yet heartwarming initiative managed to inspire a whole nation and its people.

We engaged Singapore Kindness Movement as a partner and together, we collected thousands of heartfelt messages of appreciation from Singaporeans. A fleet of custom-built drones then delivered these messages together with Coke, surprising migrant construction workers at places out of reach from the public, and at a time they needed refreshment the most – at construction sites where they toil under the midday sun, twenty stories up.

Each delivery brought happiness from the skies, and every message a sense of recognition and belonging.

To amplify this campaign, we engaged influencers and used social media, as Singaporeans are one of the most active social media consumers in the world, spending 2.2 hours on social media per day.

Thousands of Singaporeans of all ages and from all walks wrote heartfelt messages of appreciation to migrant construction workers. These were delivered to over 2,000 migrant workers at construction sites all over Singapore, each one bringing with it a little happiness.

Most importantly, this campaign touched the hearts of migrant workers in Singapore, with some even pasting these messages on their dormitory room walls. In just a few days, an invisible bridge was built. Countless people shared happiness throughout the campaign, and a simple, yet heartwarming initiative managed to inspire a whole nation and its people.