欢呼，是一种所有人都能感受的情绪。而听障人士，却从未听过它的声音。
在2025东京听障奥运会开幕时，加油声以全新的形式呈现——由TBWA\ 博报堂打造的“Cheer Signs「欢呼手语」”，为这份情绪赋予了崭新的表达方式。
「欢呼手语」是由东京都政府、NHK企业、NHK全球媒体服务、5005公司与TBWA\ 博报堂联合推出的项目。它将欢呼从有声的呐喊转化为肢体语言，把共情化作人人共享的视觉体验，搭建起与听障群体之间的桥梁。
这套体系推出了三大标志性手势——「冲呀！」、「你可以的！」与「拿下奖牌！」，每一款均源自手语中鼓掌喝彩的表达。
你可以的
冲呀！
拿下奖牌！
「欢呼手语」由听障运动员与听障创作者共同创作，以确保每一个手势都具备手语逻辑。
该项目重新定义了人们对沟通的认知，在全球舞台上为包容性表达开辟了全新可能。
项目信息
品牌/广告主
TOKYO METROPOLITAN GOVERNMENT
营销机构
参与者
奖项荣誉
2026
D&AD Awards
Cultural | Cultural Influence | Sport & Esports
Wood Pencil
2026
NYF Advertising Awards
SPORTS **NEW** | Best Use | Fan Experience
Finalist
2026
NYF Advertising Awards
SPORTS **NEW** | Best Use | Community Engagement
Finalist
2026
NYF Advertising Awards
PURPOSE | PURPOSE | Unique Partnership for Good
Finalist
2026
NYF Advertising Awards
AVANT-GARDE/INNOVATIVE | Avant-Garde/Innovative | Live Experience
Bronze
2026
NYF Advertising Awards
ACTIVATION & ENGAGEMENT | Product & Services | Sports
Finalist
2026
NYF Advertising Awards
AVANT-GARDE/INNOVATIVE | Avant-Garde/Innovative | Social/Environmental Good: Brand
Finalist
2026
NYF Advertising Awards
SPORTS **NEW** | Best Use | Diversity, Equity, and Inclusion
Gold
2026
NYF Advertising Awards
SPORTS **NEW** | Best Use | Paralympics/Adaptive Sports
Finalist
2026
The One Show
Public Relations | Events & Experiential
Merit
2026
The One Show
Experiential & Immersive | Experiential & Immersive for Good
Bronze Pencil
2026
ADC Awards
Experiential Design | Live Experience Design - Events / Concerts
Bronze Cube
2026
ADC Awards
Design for Good | Design for Good - Experiential Design
Silver Cube
2026
ADFEST
ENTERTAINMENT LOTUS | SPORTS | Breakthrough in Sports
Bronze Lotus
2026
ADFEST
PR LOTUS | CAMPAIGN EXCELLENCE | Breakthrough in PR *NEW*
Silver Lotus
2026
ADFEST
DESIGN LOTUS | CAMPAIGN EXCELLENCE | Inclusive Design
Silver Lotus
2026
ADFEST
ENTERTAINMENT LOTUS | INNOVATION & TECHNOLOGY | Diversity & Inclusion in Entertainment
Silver Lotus
专业评分
专业评分已截止
评论
评论
推荐评论
暂无评论哦，快来评论一下吧！
全部评论（0条）