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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    J. WALTER THOMPSON, BANGKOK
  • ENTRY TITLE :
    TOUCHABLE INK
  • BRAND :
    THAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND
  • ADVERTISER :
    THAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND
  • AGENCY :
    J. WALTER THOMPSON BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    LO SHEUNG YAN
  • EXECUTIVE CREATIVE DIRECTOR :
    SATIT JANTAWIWAT
  • CREATIVE DIRECTOR :
    SUPACHAI TOEMTECHATPONG
  • ASSOCIATE CREATIVE DIRECTOR :
    NOPHARIT DUSADEEDUMKOENG
  • ART DIRECTOR :
    CHARNPANU SUCHAXAYA
  • DESIGNER :
    PICHET RUJIVARARAT
  • GROUP ACCOUNT DIRECTOR :
    BHASIT PATTANAPAN
  • BRAND TEAM LEADER :
    PAKRUDEE YONGSUVIMOL
  • SEA DIRECTOR OF DIGITAL :
    HANSA WONGSIRIPITACK
  • DIGITAL TECHNOLOGY MANAGER :
    RONNATOUCH POMEE
  • STRATEGIC PLANNER :
    PRIN THANAPISITIKUL
  • AGENCY PRODUCER :
    JIRAPORN CHANNAWACH
  • PROJECT MANAGER :
    PONPAT RACHATAMUTHA
  • FILM PRODUCTION COMPANY :
    THE FILM FACTORY, BANGKOK
  • DIRECTOR :
    PEN-EK RATANARUANG
  • BACKGROUND OVERVIEW :
    NOWADAYS, MANY DIFFERENT KINDS OF TECHNOLOGY HAVE BEEN INNOVATED TO HELP BLIND PEOPLE TO VISUALIZE THE WORLD, FROM MOBILE APP, VIRTUAL PENCIL, WATCH TO GLASSES. HOWEVER, THESE TECHNOLOGIES HAVE LIMITATION TO PROVIDE SIMPLE REQUIREMENT THEY TRULY WANT – TO BE ABLE TO READ BY THEMSELVES WITH THEIR FINGERS. ONLY BASIC DEVICE THAT ALLOW THEM TO DO IS THE ‘BRAILLE EMBOSSER’ BUT IT’S INCREDIBLY EXPENSIVE AND LIMITED TO ACCESS. THEREFORE, OUR CHALLENGE IS TO COME UP WITH “REAL INNOVATION” SOLUTION THAT CAN COMMODITIZE THE BRAILLE EMBOSSER SO THE BLIND PEOPLE CAN SIMPLY AFFORD AND ACCESS TO AS MUCH AS POSSIBLE. THE MAJOR COMPONENT OF THE TOUCHABLE INK ARE THE NORMAL LASER PRINTER AND EXTRA FINE EMBOSSING POWDER AS A TONER. THE INK ITSELF WILL BE FUSED WITH HEAT AFTER PRINTING PROCESS AND CREATED THE RAISED SURFACE SIMILAR TO THE RAISED EMBOSSING ON PAPER. BY TURNING THE LASER PRINTER TO BE BRAILLE-EMBOSSED PRINTER, THIS HELPS MAKE THE BLIND PEOPLE BE ABLE TO PRINT BRAILLE DOCUMENTS BY THEMSELVES. IT’S 100% READABLE AND NO DIFFERENT FROM BRAILLE EMBOSSER’S ONE WHICH THEY CAN READ AT HOME WITH NO LIMITATION. THE TOUCHABLE INK, THE WORLD-FIRST PRINTING INK INVENTED EXCLUSIVELY FOR BLIND PEOPLE IS THE GAME CHANGER.