Granted it was set up as an advertising campaign, but the people in the community had to put forth the effort and above and beyond the advertising the joy on the man's face at the end says it all.
An entire town secretly learned sign language to surprise a hearing-impaired man in Istanbul.
On the day of the surprise, he walks around town and people greet him using sign language. At one point, he asks his sister, “What’s going on?”
At the end of the video, everything is revealed to him. It’s an emotional moment that brings him to tears.