Post by TBWA\Worldwide

Name: Sports cheering has always been made for people who can hear. We go behind the scenes of Cheer Sig
Uploaded: 2026-06-11T17:42:25.085Z
Channel: TBWA\Worldwide
Description: Sports cheering has always been made for people who can hear. We go behind the scenes of Cheer Signs - a TBWA HAKUHODO project created for the Tokyo 2025 Deaflympics, redefining applause through mov

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Sports cheering has always been made for people who can hear. We go behind the scenes of Cheer Signs - a TBWA HAKUHODO project created for the Tokyo 2025 Deaflympics, redefining applause through movement, rhythm and emotion. The team, Suguru Kato, CD, Katsuya Arai, AD and Shun Sasaki, PR, share how the idea was built with the deaf community at its centre - from developing a new visual language for cheering, to testing and refining gestures designed to be accessible and expressive for all. Designed over two years of collaboration, Cheer Signs transforms cheering into something everyone can take part in. 🙌 #TheDisruptionCompany #CannesLions2026

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