We Want to Teach the World to Sign
For 139 years, people have shared Coke in every language imaginable. Just not officially in American Sign Langauge.
So on Coke’s 139th birthday, we partnered with students from Gallaudet University and gave the brand something it had never had before: an official ASL name sign, inspired by the iconic ribbon.
Then we took one of the most famous ads ever made and stripped away its most iconic element: sound. A silent remake of Hilltop, performed entirely in ASL.
A brand known for teaching the world to sing, now teaching the world to sign.
The Film
To remake Hilltop, we didn’t just consult the Deaf community, we put them at the center of the work.
Students from Gallaudet University helped create Coke’s official ASL name sign, shaped how it would be expressed on screen, and starred in the film itself. Together, we recreated one of advertising’s most iconic commercials entirely in ASL, transforming a song the world knows by heart into a story told through hands, faces, and human connection.
