The sister of a hearing-impaired young man in Turkey teamed up with an ad agency in a grand scheme to let her brother feel what it would be like to have no barriers to communication.

It took a month of planning and sign language trainings to prepare for the big day, December 28, 2014.

The ad agency set out to make a commercial for Samsung’s new video call center in Turkey that helps hearing impaired people with customer service.

Every person, from the bagel shop clerk, to people on the street and the taxi driver, spoke to Muaharrem in sign language.Prodiges-flashmob in Paris-Youtube-cropped-850px

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In the end, the scheme was revealed to him in a town square in Istanbul, where he breaks down in tears of joy,

The touching video, produced by the Leo Burnett ad firm, has been viewed almost 3.5 million times on YouTube over the last week.

(WATCH the video below)

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