| Title | STORYSIGN |
| Brand | HUAWEI |
| Product/Service | HUAWEI |
| Category |
A07. Innovative use of Technology |
|
Entrant
|
FCB INFERNO London, UNITED KINGDOM
|
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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
|
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Additional Company
|
HUAWEI London, UNITED KINGDOM
|
Credits
| 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 |
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 innovative 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
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 ground-breaking 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
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
12 international charities ensure StorySign has the needs of deaf children at its heart.
Testing with families resulted in a unique 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
“This technology can change the future of an entire generation.” - Mark Wheatley, European Union of the Deaf.
StorySign 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 exceeded every objective.
Use innovative mobile technology to open the world of books to deaf children:
• Available on Android and IOS
• Available in 11 countries
• Supported by 12 deaf charities
• 69 books so far
• American Sign Language now available, used in 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 (target 604m)
• 128m+ app film views (target 40m)
• 1000+ pieces of international coverage (target 340)
Selected media reaction:
• Forbes: “A portal to a whole new world.”
• Wired: “AI translates kids’ books into sign language.”