Apple TV+
— CODA
To promote a film about a Deaf family, we invited the Deaf community to lend their perspective.
Overview
Tasked with creating social buzz for the Oscar-winning film CODA, we started a viral TikTok trend starring Deaf influencers. We also developed the first-ever official Apple Music playlist curated by people who are Deaf and hard of hearing after discovering that many Deaf people enjoy music.
Results
✲ Two Bronze Cannes Lions 2021
✲ First ever playlist on Apple Music curated by Deaf people.
✲ Press coverage from major news outlets.
No music streaming service had ever created a playlist specifically for a Deaf audience.
We reached out to deaf dancers, DJs and artists to ask them if they would be willing to help us make this playlist. Together, they curated a playlist of 176 songs – the first ever official playlist for the Deaf community on any streaming platform.