• 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.
  • SUB CATEGORY :
    SOUND DESIGN
  • COMPANY ENTERING :
    DENTSU ISOBAR INC., TOKYO
  • ENTRY TITLE :
    FORCE
  • BRAND :
    AIR FORCE 1
  • ADVERTISER :
    NIKE
  • AGENCY :
    DENTSU ISOBAR INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    AKIO IIDA
  • CREATIVE DIRECTOR :
    TETSUYA MAEHARA
  • COPYWRITER :
    TETSUYA MAEHARA
  • ART DIRECTOR :
    MASAHITO AOI
  • ACCOUNT DIRECTOR :
    SHUSAKU MATSUDA
  • ACCOUNT MANAGER :
    TAKESHI BAMBA
  • STYLIST :
    YUSUKE NAGAI
  • HAIR :
    SHOTARO
  • MAKEUP :
    SADA ITO
  • FILM PRODUCTION COMPANY :
    TOKYO, TOKYO
  • DIRECTOR :
    YASUHITO TSUGE
  • ASSISTANT DIRECTOR :
    YOSHIMI JOYA
  • CINEMATOGRAPHER :
    TOSHIHIKO KIZU
  • GAFFER :
    NORIHIRO MORI
  • STEADICAM OPERATOR :
    TETSUYUKI DOMAE
  • EXECUTIVE PRODUCER :
    HIDEKATSU NAGASAWA
  • FILM PRODUCER :
    MARIKO TSUTSUMI
  • PRODUCTION MANAGER :
    KUNIHIKO SAKATA/YUKI SHIIHARA
  • PRODUCTION DESIGNER :
    TOMOMI KAWANO
  • EDIT :
    SOU NAOI
  • POST-PRODUCTION COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • EDITOR :
    AIKA MIYAKE/KOEI ISHIZAKI
  • COLORIST :
    YASUTAKA ISHIHARA
  • SPECIAL EFFECTS COMPANY :
    TOKYO, TOKYO
  • SOUND DESIGNER :
    ERITO AYAKI
  • SOUND STUDIO PRODUCER :
    CHRISTIAN MIX-LINZER/ANNA MURAKAMI
  • MUSIC COMPOSER :
    MICHAEL AND CHRISTIAN FOR TRACKS & FIELDS
  • ENGLISH SYNOPSIS :
    IN 2017, THE ALL-WHITE NIKE AIR FORCE 1 CELEBRATED ITS 35TH ANNIVERSARY. CASTING DANCER KOHARU SUGAWARA, WE CREATED A SPECIAL FILM FEATURING HER WEARING THE ICONIC WHITE-ON-WHITES, PORTRAYING THEM AS A SYMBOL OF SELF-EXPRESSION. RHYTHMIC HANDCLAPPING ACCENTUATES KOHARU'S PASSIONATE IMMERSION IN HER CREATIVE PROCESS, WHILE THE CONTINUOUS, GRADUAL CRESCENDO OF THE LOW BASS STRINGS REFLECTS HER STRONG DETERMINATION TO OVERCOME ANY OBSTACLE. THE IMMERSIVE, PULSE-LIKE SOUND DESIGN EVOKES KOHARU'S PASSION FOR CREATIVITY, DEPICTING THE ACT OF WEARING THE AIR FORCE 1S AS A BOLD EXPRESSION OF ONE'S WAY OF LIFE.
  • ENGLISH CONTEXT EXPLANATION :
    SINCE ITS BIRTH IN 1982, THE ALL-WHITE NIKE AIR FORCE 1 SNEAKERS NOT ONLY REVOLUTIONIZED BASKETBALL AS WE KNOW IT, BUT ALSO CONTINUES TO INSPIRE COUNTLESS PEOPLE FROM MANY CULTURES AND BACKGROUNDS. WHILE ESTABLISHED AS A STREET FASHION ESSENTIAL, IN JAPAN THEY TEND TO BE REGARDED AS SIMPLY JUST ANOTHER SHOE.
    WE PORTRAYED THE AIR FORCE 1S AS MORE THAN JUST A FASHION ITEM, BUT AS AN ICONIC SYMBOL OF SELF-EXPRESSION. THE ACT OF PUTTING ON A PAIR IS A STATEMENT: A BOLD EXPRESSION OF ONE'S PASSIONS, AESTHETICS, AND WAY OF LIFE.