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SUB CATEGORY :
USE OF MOBILE
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COMPANY ENTERING :
CHEIL PENGTAI BEIJING, BEIJING
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TITLE :
QUEST FOR DYSLEXIA
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BRAND :
SAMSUNG
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ADVERTISER :
SAMSUNG
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AGENCY :
CHEIL HONG KONG, HONG KONG/CHEIL PENGTAI BEIJING, BEIJING
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CHIEF CREATIVE OFFICER :
PAUL CHAN
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EXECUTIVE CREATIVE DIRECTOR :
KIMMY LIU
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GROUP CREATIVE DIRECTOR :
WILSON ANG
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ASSOCIATE CREATIVE DIRECTOR :
TIMOTHY TIAN/XIAOGUANG REN
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ART DIRECTOR :
EDMOND LEUNG
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COPYWRITER :
PAUL CHAN/WILSON ANG/LESLIE LIU
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FILM PRODUCTION COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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DIRECTOR :
YUAN LU
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POST-PRODUCTION COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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EDITOR :
CLAUDE ZHANG
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ENGLISH CONTEXT EXPLANATION :
Background
Dyslexia affects over 15 million children in china.
But fewer than 5% are actually diagnosed.
As a result, most kids do not get the help they need at a key time in their learning development.
As an industry leader, samsung wanted to change this.
Insight
Dyslexia is hard to detect.
To make matters worse, chinese parents are too embarrassed to take their kids to a test centre.
So we took the test to them by hacking a game they already play.
Idea
Quest for dyslexia—the hacked gaming quests that help detect signs of dyslexia.
Results
The hacked game acted as an early detection tool.
Over one million tests were conducted in the first month.
Nearly 25,000 potential cases of dyslexia were identified.
Best of all, parents could test their kids—just by letting them play the game.
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URL :