MRM New York


Alexa, Google, Cortana: we live in a world full of voices. Voice assistants are changing the way we shop, search, communicate or even live. But what about those without a voice or those who cannot hear? SIGNS is the first smart tool that allows people with hearing loss to speak to voice assistants by using their hands. The innovative smart tool recognizes and translates sign language in real-time. It is trained to identify gestures with the help of an integrated camera. These gestures are converted into a data format that voice assistants understand. International brands are now promoting digital accessibility by integrating SIGNS into their products and services, e.g. at Etihad at the Abu Dhabi Airport. SIGNS has been running since April 2019 as a long-term experience testing with the German Youth Association of People with Hearing Loss. A second experience testing started in October 2019 in Abu Dhabi with 20 participants.
The response of the deaf community has been overwhelming. Using their hands is their intuitive way of communicating and so far new technologies have been excluding them in this aspect. Never before has there been a sign language assistant in that quality and with the prospect of becoming a worldwide platform, that can easily be accessible from all over the world, learning new signs and sign languages every day. This open platform is planned to launch in July.


Cannes Lions - Shortlist
Clios - Bronze
Cresta International Advertising Award
D&AD Awards - Wood Pencil
D&AD Impact Awards - Graphite Pencil
Die Klappe - Bronze
EPICA Award - Gold
Eurobest Award Shortlist
Eurobest Award Silver
Fast Company World Changing Ideas - Honorable Mention
Global ADC - Silver
LIA Award - Bronze
New York Ad Festival - Silver
The Lovie Awards - Gold
The One Show - Shortlist
Webby Award


  • German Youth Association of People with Hearing LossClient
  • Chris EndecottSenior Copywriter / Concept & LAB13
  • DAS WERK FrankfurtOther
  • Dominik HeinrichVice President Global, Product Innovation & LAB1
  • DROPOUT-FILMS MainzProduction Company
  • Dushan DrakalskiExecutive Creative Director
  • Irini SidiraJunior Art Director
  • Jan PortzGroup Creative Director UX
  • Jawad SaleemSenior Art Director
  • Jerome CholetPR & Communications Director
  • Klaus FlemmerHead of Production
  • Lucas GartheClerk
  • Mark HolleringDirector Creative Technology & LAB13, Germany
  • Michael KlaiberSenior Motion Designer
  • Michelle MohringChairwoman
  • Nico KoehlerArt Director
  • Sebastian HardieckChief Creative Officer
  • Sofia Paz-VivoTrainee LAB13
  • STUDIO FUNK FrankfurtOther
  • * eurobestAwards Body
  • * MRM
  • * Sebastian KleinIT Project Manager
  • * Martin BielaExecutive Creative Director, Head of LAB13 EMEA
Project featured: on 8th September 2020 Contributor:

MRM has been a Contributor since 25th November 2015.

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SIGNS – My Hands are my Voice


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