ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Smart Eye Camera
Agency TBWA\HAKUHODO Inc. / Tokyo + OUI Inc. / Tokyo + amana inc. / Tokyo + TAKI CORPORATION / Tokyo
Category
Best of Product Design
Annual ID
ADC105_PRD001G
There are 44 million blind people worldwide.
In developing countries, one of the main causes is the lack of access to proper ophthalmic care.
In the regions where they live, there are no eye doctors.
As a result, many people lose their sight due to diseases that are actually preventable and treatable.
However, while there were no ophthalmologists nearby, there were other medical doctors.
What if they could become eye doctors?
That question led to the development of the Smart Eye Camera.
We embedded the concept of “turning every doctor into an ophthalmologist” into the product itself.
It is an attachment that enables eye examinations simply by connecting it to a smartphone.
To promote eye screening in developing countries, we focused intensively on design.
It is more affordable than conventional medical devices.
Lightweight and easy to carry.
Designed to be easily repairable in case of breakdown.
And equipped with an intuitive user experience that requires no specialized knowledge.
This product enabled healthcare workers of all kinds to function as eye doctors.
As a result, it has been introduced in 60 countries and regions,
and has supported over 100,000 eye examinations.
Through the power of innovation and design,
we have brought light to eye care around the world.
In developing countries, one of the main causes is the lack of access to proper ophthalmic care.
In the regions where they live, there are no eye doctors.
As a result, many people lose their sight due to diseases that are actually preventable and treatable.
However, while there were no ophthalmologists nearby, there were other medical doctors.
What if they could become eye doctors?
That question led to the development of the Smart Eye Camera.
We embedded the concept of “turning every doctor into an ophthalmologist” into the product itself.
It is an attachment that enables eye examinations simply by connecting it to a smartphone.
To promote eye screening in developing countries, we focused intensively on design.
It is more affordable than conventional medical devices.
Lightweight and easy to carry.
Designed to be easily repairable in case of breakdown.
And equipped with an intuitive user experience that requires no specialized knowledge.
This product enabled healthcare workers of all kinds to function as eye doctors.
As a result, it has been introduced in 60 countries and regions,
and has supported over 100,000 eye examinations.
Through the power of innovation and design,
we have brought light to eye care around the world.
2026 Awards
Total Points: 90
Best of Discipline Cube
Credits
Agency
TBWA\HAKUHODO Inc. / TOKYO
Brand-Side / In-House Agency
OUI Inc. / TOKYO
Production Company
Amana INC. / Tokyo
TAKI CORPORATION / Tokyo
Art Director
Yasunobu Hideshima
Chief Creative Officer
Takahiro Hosoda
Copywriter
Shohei Hashimoto
Designer
Ayumi Matsumiya
Chihiro Ogawa
Editor
Nobuo Mita
Film Director
Kota Watanabe
Photographer
Akane _
Producer
Kenji Hashimoto
Kota Takao
Business Producer
Toshiatsu Kobayashi
Chief Executive Officer
Eisuke Shimizu
Chief Hardware Engineer
Ryota Yokoiwa
Chief Operating Officer
Shintaro Nakayama
Creative Producer
Takeshi Ikoma
Motion Graphics Designer
Kiyotaka Sumiyoshi
Music Producer
Seiya Matsumiya
Technology Director
Eiki Kurokawa
Transcreator
Ayaka Hamatani
Eric Ellefsen
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