Guest workers make up a significant part of Singapore's total workforce, but often get little recognition for their labour. Coca-Cola Singapore and the Singapore Kindness Movement embarked on a project to bring "Happiness from the Skies", to show that a little kindness goes a long way to bring Singaporeans and guest workers closer.
Together with agency Ogilvy & Mather Singapore, Coke used drones to deliver "Happiness from the Skies." More than 2,700 photos with handwritten notes were collected from everyday Singaporeans and attached to cans of Coke, then flown by custom delivery drones to, in some cases, as high as the 35th story of construction sites.
Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific, said in a statement that part of the purpose was to use a technology so often associated with violence in a more positive way. "By deploying drone technology in a new, creative, and entirely unexpected way, we not only brought a little happiness to two disparate segments of society but also built an invisible bridge that connects the guest workers to the local community."
