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  • SUB CATEGORY :
    BEST USE OF TECHNOLOGY
  • 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
  • EXECUTIVE PRODUCER :
    REWAT VORARAT
  • THE BRIEF :
    NOWADAY, 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’ AND PRINT ON SPECIAL PAPER TO PRODUCE BRAILLE TEXT BASED DOCUMENT BUT IT’S INCREDIBLY EXPENSIVE AND LIMITED TO ACCESS. THEREFORE, IS THERE ANY POSSIBILITY TO COMMODITIZE THE BRAILLE EMBOSSER SO THE BLIND PEOPLE CAN SIMPLY AFFORD AND ACCESS TO?
  • THE STRATEGY :
    SAMSUNG, AS THE LEADING COMPANY IN CONSUMER ELECTRONICS & INNOVATION IN THE WORLD, WHAT WE ALWAYS DO IS TO MAKE THINGS THAT CAN CHANGE THE BETTER LIVING FOR PEOPLE IN THE SOCIETY UNDER OUR BELIEF “ACCELERATING DISCOVERIES AND POSSIBILITES”. TOUCHABLE INK IS NOT JUST AN ADVERTISING MESSAGE BUT IT’S A KEY FOR VISUALLY IMPAIRED PEOPLE TO UNLOCK THEIR BARRIER AND FREE THEIR VISUALIZATION TO BE ABLE TO READ AND LEARN THE WORLD BY THEMSELVES.
  • THE EXECUTION :
    WE HAVE DEVELOPED AND HAVE COME UP WITH “TOUCHABLE INK” BY ADDING EMBOSSING POWDER TO THE LASER PRINTING INK THROUGH CHEMICAL PROCESS. SIMPLY REPLACE THE TOUCHABLE INK TO THE CURRENT CARRIDGE, CHANGE THE SELECTED DOCUMENT TO BRAILLE FONT TYPE, PRINT OUT AND HEAT IT WITH NORMAL HOUSEHOLD HEATING DEVICES LIKE MICROWAVE OR HAIR DRYER. THIS SPECIAL LINK WILL DILATE AND GIVE AN EMBOSSED EFFECT, JUST LIKE IT’S PRINTED OUT FROM THE BRAILLE EMBOSSER AND ALLOW THE BLIND PEOPLE TO BE ABLE TO READ BY THEIR FINGERS.
  • THE RESULT :
    THE FIRST TEST ON PRINTED PAPERS HAVE BEEN DONE WITH THE SELECTED VISUALLY IMPAIRED SAMPLINGS FROM THAILAND ASSOCIATION OF BLIND, IT’S 100 % READABLE AND NO DIFFERENT FROM BRAILLE EMBOSSER’S ONE. WITH THIS INNOVATION, THEY SAID IT WILL HELP IMPROVE THEIR QUALITY OF LIVING SINCE THEY CAN BE INDEPENDENT AND LIVE ON THEIR OWN FREELY. WE AIM TO DEVELOP AND RELEASE IT OUT TO MARKET AS SOON AS POSSIBLE. WE HOPE IT WILL SIGNIFICANTLY REVOLUTIONIZE HOW BRAILLE TEXT AND DRAWINGS ARE PRODUCED WHEN IT’S NO LONGER NEEDED THE EXPENSIVE MACHINE AND PAPER, ALLOW EVERYONE TO BE ABLE TO ACCESS FREELY.