STORYSIGN

Short List
ClientHUAWEI
Category B01. UX & Journey Design
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

Describe the creative idea

There are 32 million deaf children in the world, and most of them struggle to read. This is because deaf children can’t learn phonetically, so they struggle to match words with sounds. In addition, 90% of deaf children are born to hearing parents, most of whom don’t know sign language. To change the story of deaf illiteracy and show the power of Huawei’s smartphone AI, we created the first global literacy platform for the deaf – StorySign. We designed StorySign to be used by deaf children with their hearing parents to create a seamless, shared learning experience, as it is proven increased parental involvement improves a child’s academic performance. This revolutionary app shows how AI can make a positive difference, by helping to solve a human problem. And nothing is more human than a parent and child being able to enjoy a bedtime story for the first time.

Describe the execution

StorySign is unique, because it is designed to be used by a hearing parent and deaf child, in conjunction with a physical book. Testing with families and schools has resulted in a seamless user experience. Select a children’s book, hold your smartphone over the words in the physical edition, and StorySign instantly translates them into sign language through an avatar. Words are highlighted in sign language order to make that crucial link between words and signs. But creating this user experience took an alliance of world-class partners over a year. A free Android and IOS app, StorySign launched in 11 countries, and is supported by 12 international deaf charities, to ensure it meets the needs of deaf children. Oscar-winning Aardman Animations created ‘Star’, the most advanced signing avatar ever. Every detail appeals to deaf children, from her age (studies show children learn better from siblings), to her hearing aid (to destigmatise deafness). Huawei’s Kirin AI chip boosts traditional OCR technology. So StorySign is faster and more accurate, can read text at up to 45°, and works in low light for bedtime stories. Penguin Random House, the world’s leading publisher, are adding their huge library of books, so deaf children can enjoy the same stories as their hearing friends. StorySign brings to life Huawei’s brand promise to ‘push the limits of what is humanly possible’ by showing how AI can change the story of deaf illiteracy for the world’s 32 million deaf children. In fact, StorySign has made such an impact in the deaf community that Huawei are keeping the story going, with a $500K donation to deaf literacy projects and future expansion of the platform confirmed. The execution of StorySign brings together considerations, skills and expertise from many different fields in one deceptively simple experience.