We Want to Teach the World to Sign

The Story

Coca-Cola made history by becoming the first global corporation to receive an official ASL (American Sign Language) name sign. Not the result of a boardroom decision, but through an eight-month collaboration with Gallaudet University students who led every step of the process.

The campaign reimagined Coke's iconic “Hilltop” commercial, but this time told entirely through ASL by the Gallaudet community. Four students specialising in Communication Studies, Business Administration, and Linguistics led the research, ran focus groups, and shaped the creative to ensure the name sign felt natural and culturally appropriate.

This wasn't a one-off gesture. It built on decades of partnership between Coca-Cola and Gallaudet, creating something permanent: embedding the deaf community into the brand's identity forever.

How it gets representation right

• Deaf expertise leading, not advising: Students didn't just provide input; they controlled the creative process from start to finish.
• Cultural respect over corporate convenience: Eight months of development to get representation right, not rushed for a campaign deadline.
• Long-standing commitment, not temporary marketing: Building on decades of genuine partnership, the official ASL name sign becomes part of the brand forever.

Why it matters

This campaign shows what authentic partnership looks like when corporations genuinely centre disabled communities as creative leaders. By creating a permanent ASL name sign, Coca-Cola moved beyond performative inclusion to embed deaf culture into their brand identity — proving that authentic representation creates lasting change, not just better advertising.