Cadbury Fingers Partners With The National Deaf Children’s Society | The Drum

Leonardo Rasaki

Cadbury Fingers has partnered with the National Deaf Children’s Society (NDCS) for the latest chapter in its ‘For Fingers Big and Small’ campaign.

‘Sign with Fingers Big and Small’ hopes to encourage us all to learn some British Sign Language (BSL) to help deaf people feel more included. In the short film, viewers see a young girl telling the camera in BSL that she often feels excluded from conversations due to being deaf. To highlight this, some of the subtitled words on the screen are covered, which emphasizes the girl’s frustrations and feelings of isolation.

Cadbury Fingers worked alongside Rebecca A Withey, a deaf writer and consultant, and a panel made up of people from across the deaf community to inform the project. The 30-second ad was influenced by ‘Dinner Table Syndrome’ – a phenomenon where deaf people are inadvertently left out of shared everyday conversations.


Client: Cadbury

Campaign title: Sign With Fingers Big And Small

Client: Cadbury, Mondelez

Director biscuits and baked snacks: Elise Burditt

Marketing manager Cadbury biscuits: Katie Dade

Senior brand manager Cadbury biscuits: Susanne Nowak

Junior brand manager Cadbury biscuits: Maria Ferreira Simas

Advertising agency: VCCP

Executive creative directors: Chris Birch and Jonathan Parker

Creative director: Laura Muse

Creative team: Liv Amato-Pace and Kathy Gritten

Managing partner: Matt Smith

Business director: Charlie Griffith

Account director: Catherine Tilley

Senior account manager: Katie Westwater

Account executive: Lara Tarabey

Group planning director: Ollie Gilmore

Planning director: Andy Nicholls

Junior planner: Xanthe Fuller

Senior integrated creative producer: Sarah Fenn

Designers: Tegan Barnes and Adam Edwards

Illustration and animation team: Bodil Jane and Pete Henderson (Folio Art)

Illustration BSL consultant: Cath Smith

AFX editor: Brad Baraud

Head of TV: Olly Calverley

TV and agency producer: Hannah Chitty

Production company: Girl & Bear

Director: Lucy Bridger

Writer-consultant: Rebecca A Withey

Edit house: Assembly Rooms

Editor: Jack Williams

Post house: Girl & Bear

Post producer: Vanessa Troop

Flame op: Baran Sabuncuoglu

Grade: Cheat

Colorist: Jonny Tully

Sound studio: Factory

Engineer: Frankie Beirne

PR agency: Tin Man

Creative director: Paul Valentine

Practice director: Leanne Bertolone

Associate director: Helen Burdon

Charity partner: NDCS

Head of relationship and partnership fundraising: Joy Tootell

Marketing officer professional training and services: Louise Cresswell

Training officer BSL and deaf awareness: Nathalie Koenig

Deaf BSL/English translator: Holly Lane

Media agency: Carat

Planning director: Jurgita Kibisaite

Group account director: Alexander Mishutin

Creative agency: Elvis

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