Sign it out loud

Creative idea

Partnering with go2digital, Croatian’s leading digital out of home provider, we designed a campaign that will use their screens to invite Croatians to learn to sign four words: “thank you”, “please”, “love” and “peace”. A passer-by would be invited to participate, shown the sign, and asked to repeat it. As even the slightest change in movement can completely change the meaning of the sign, we used machine learning during one-week test phase to bring the accuracy of detection above ninety nine percent. Because, if you want to learn, you better learn it right!

Brand name: Reebok
Advertiser / client: Authentic Brands Group (adidas as operating partner)
Product / service: Reebok social responsibilty
Campaign name: Sign it out loud
Agency network:
Agency: MediaCom Zagreb
Additional company: Go2Digital
Production company: Go2Digital
Art director: Dario Belić (Go2Digital)
Account director (agency): Maša Savićević
Client account director: Ivana Kurtović
Media director: Danijel Štih
Managing director: Rajna Cuculić
Digital production: Go2Digital
Additional company: Go2Digital (Media partner and execution) - Dean Udatny Marketing Director, Dario Belić Art Director; Leonardo Media (Production design) - Gordan Janković Client Service Director, Andrea Matijašić Digital Motion Designer; Association of the Deaf and Hard of Hearing of the Zagreb City