OTP Sign Language TVC

A few years ago, OTP Bank Hungary (part of a prominent banking group in Central and Eastern Europe) started a sign language course for its co-workers to make personal banking easier for clients with hearing impairment. Our task was to spread the good news.

We wanted to draw attention to the everyday struggles of people living with disabilities.

So, we showed that ordinary things that most of us take for granted could cause difficulties for people living with disabilities – a television spot, for example.

Viewers sometimes see TV commercials as a possibility to go to the bathroom before their favourite TV show continues or simply mute them. But for around 60 000 Hungarians, all the TV ads are on mute – for those with hearing impairment. So as a part of the campaign, we took the bank's newest TV commercial at the time, muted it, and translated its voice over to sign language, signed by one of the bank's co-workers who had completed the sign language course of the bank.

This campaign was incredibly close to my heart, given that when I was still a university student, I also worked as an intern at Közelkép Hírügynökség, a Hungarian non-profit organization to create a more inclusive environment for people who live with disabilities.
I felt more purposeful at that time than ever before. So, I was glad to work on this campaign to benefit from this experience.