The One Show
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Category
Immersive / Environmental / Outdoor Spaces
Annual ID
OS_DE17056B
About the Work
As an immersive outdoor design idea that helped the visually impaired community, #BeTheirEyes was the first of its kind. Using mobile and social technology, the campaign translated social photo descriptions (from Instagram) into printed braille stickers. And placed them back in the ambient settings where they were shot—creating unique curated touchpoints all over Hong Kong, specially tailored for visually impaired people to feel, explore and experience. This had never been done before. Samsung then donated $10 to Hong Kong Blind Union for every photo posted. #BeTheirEyes not only helped more people see, one snap at a time. It changed people’s perception about our brand—building not just respect but also an emotional connection for what we stood for.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Cheil / Hong Kong
Creative Director
Lili Jiang
Fung Chan
Executive Creative Director
Paul Chan
Writer
Paul Chan
Lili Jiang
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