2019 Brand Experience & Activation

STORYSIGN

Silver eurobest Award

Case Film

Presentation Image

ClientHUAWEI
Category D02. Use of Mobile & Devices
TitleSTORYSIGN
Product/ServiceHUAWEI
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
Media Placement WAVEMAKER London, UNITED KINGDOM
PR FCB INFERNO London, UNITED KINGDOM
Production DOG EAT DOG London, UNITED KINGDOM
Production 2 TENTHREE EDITING London, UNITED KINGDOM
Production 3 UNIT London, UNITED KINGDOM
Production 4 MCASSO London, UNITED KINGDOM
Production 5 AARDMAN ANIMATIONS Bristol, UNITED KINGDOM
Additional Company HUAWEI London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno Chief Creative Officer
Fred Levron FCB Worldwide Creative Partner
Martin McAllister FCB Inferno Creative Director
Ben Usher FCB Inferno Senior Copywriter
Rob Farren FCB Inferno Senior Art Director
Bridie Scriven FCB Inferno Senior Creative Producer
Livvy Tidd FCB Inferno Creative Producer
Mike Jenkins FCB Inferno Head of Digital Delivery
Hollie Loxley FCB Inferno Managing Partner
Joe Pirrie FCB Inferno Business Director
Hannah Thorn FCB Inferno Account Director
CC Clark FCB Inferno EMEA Director of Communications
Nikki Chapman FCB Inferno Director of Production
Alison Cooper FCB Inferno Senior TV Producer
Chris Baker FCB Inferno Head of Strategy
Andrew Garrihy Huawei Chief Marketing Officer - Western Europe
Avikar Jolly Huawei Campaign Director - Western Europe
Louise Forbes Huawei Campaign Lead - Western Europe
Jonathan Bunkall Huawei Head of Media - Western Europe
Christopher Howett Huawei Digital Media Director - Western Europe
Mark O'Sullivan Dog Eat Dog Executive Producer/Producer
Harvey Ascott Dog Eat Dog Executive Producer/Producer
Chris Overton Dog Eat Dog Director
Dan Holland Dog Eat Dog Director Of Photography
Stephen Dunne TenThree Editor
Alec Eves UNIT Media VFX Artist
Richard Atkinson Mcasso Music Composer
Neil Pymer Aardman Animations Interactive Creative Director
Hannah Richmond Aardman Animations Senior Interactive Producer
Mark Burvill Aardman Animations Technical Director
Russ Morris Aardman Animations Developer
Sarah Matthews Aardman Animations Senior Interactive Designer
Ashley Cornes Aardman Animations Interactive Production Co-ordinator
Damian Barry British Deaf Association Executive Director
Mark Wheatley European Union of the Deaf Executive Director
Jamie Willard Wavemaker Client Partner
Paterno Odong Wavemaker Activation Partner
Anne Lenne Wavemaker Account Director
Pierre Paoli Wavemaker Strategy Director
Henna Emilia Tavi Wavemaker Digital Account Manager
Andrew Hay Wavemaker Account Executive

Why is this work relevant for Brand Experience & Activation?

Opening the world of books to 32 million deaf children and their families, StorySign truly embodies Huawei’s brand promise to ‘push the limits of what is humanly possible’. The first global literacy platform for the deaf, StorySign was created by an alliance of international partners, including 12 deaf charities, Academy Award-winning animators, and the world’s leading publisher. This revolutionary app shows how Huawei’s mobile AI can make a positive difference, by helping to solve a human problem. And nothing is more human than a child being able to enjoy a bedtime story for the first time.

background

Huawei, the world’s second largest smartphone manufacturer, challenged us to bring to life their brand promise – ‘push the limits of what is humanly possible.’ So we identified a human problem their technology could help solve. There are 32 million deaf children in the world, and most of them struggle to read. This is because deaf children don’t learn to read like hearing children. They can’t learn phonetically, so they struggle to match words with sounds. This has a hugely negative impact on their education and their futures. In fact, research shows that it takes 21 years for deaf children to catch up with their hearing peers. We agreed three key objectives: • Use Huawei mobile technology to open the world of books to deaf children • Improve Huawei brand perception • Raise awareness of deaf literacy issues

Describe the creative idea (20% of vote)

To change the story of deaf illiteracy and show the power of Huawei’s mobile technology, we needed an idea that offered real change to a generation of deaf children. We created the first global literacy platform for the deaf- StorySign. A revolutionary free app, StorySign scans the words in selected children’s books and instantly translates them into sign language, using the most advanced signing avatar ever. For the first time, deaf children and their parents can learn to read and sign, together. StorySign uses the power of Huawei’s Kirin AI chip to boost existing OCR technology. AI means the app is more accurate, reads text at 45 degrees with seamless image recognition, and even works in low light conditions for bedtime stories. Available in 11 countries so far, supported by 12 international deaf charities, StorySign truly delivers on Huawei’s brand promise to ‘push the limits of what is humanly possible’.

Describe the strategy (20% of vote)

Our research reveals the impact of deaf illiteracy throughout life. 90% of deaf children have hearing parents, most of whom do not know sign language, so they can’t share bedtime stories. 57% of deaf students fail to achieve basic school qualifications. And fewer than 40% of deaf adults are employed. The root of the problem is that deaf children struggle to read, because they can’t learn phonetically. Our insight - if we helped them link words with signs, it would hugely increase what is possible for them in the future. Huawei believe in the positive power of AI, their smartphones include an AI chip. So our strategic approach was two-fold. Change the story of deaf literacy for a core audience of families with deaf children aged 0-5 (key for reading development). And improve Huawei brand perception with a broader global audience by showing AI solving a truly human problem.

Describe the execution (30% of vote)

12 international charities ensure StorySign has the needs of deaf children at its heart. Testing with families resulted in an effortless user experience. Hold your smartphone over the words in children’s books, and StorySign translates them into sign language. Words are highlighted in sign language order to reinforce that crucial link between words and signs. Huawei’s Kirin AI chip means StorySign is more accurate, can read text at 45°, and works in low light for bedtime stories. Oscar-winning Aardman Animations created ‘Star’. Designed to appeal to deaf children, she is the most advanced signing avatar ever. Penguin Random House, the world’s leading publisher, are adding books so deaf children can enjoy the same stories as their hearing friends. Released in December 2018, available in 11 countries so far, opening books to a generation of deaf children, StorySign answers Huawei’s brand promise to ‘push the limits of what is humanly possible’.

List the results (30% of vote)

“This technology can change the future of an entire generation.” Mark Wheatley, European Union of the Deaf. StorySign has made such an impact in the deaf community and on Huawei’s brand that they are keeping the story going, with a $500K donation to deaf literacy projects and future expansion confirmed. Results have exceeded every objective. Use Huawei mobile technology to open the world of books to deaf children: •Available on Android and IOS •Launched in 11 countries •Supported by 12 international deaf charities •69 books so far •American Sign Language now available, which is used across the US, Canada, Africa, Asia and Central America Improve Huawei brand perception: •+19.9% within 2 months Raise awareness of deaf literacy issues: •1.5bn+ global reach •128m+ app film views •1000+ pieces of international coverage Selected media reaction: •Forbes: “A portal to a whole new world.” •Wired: “AI translates kids’ books into sign language.”