Category D04. Social Behaviour & Cultural Insight
Product/ServiceHUAWEI MATE 20 PRO
Idea Creation 2 DIGITAS POLAND Warsaw, POLAND
Additional Company HUAWEI Warsaw, POLAND
Name Company Position
Patrycja Lukjanow Digitas Creative Director
Kamil Majewski Digitas Creative Director
Dorota Pakuła vel Rutka Digitas Art Director
Quentin Carenzo Digitas Copywriter
Szymon Peplinski Digitas Creative Technologist
Katarzyna Strachota Digitas Strategy
Izabella Rekowska Digitas Account service
Joanna Carbol Digitas Account service
Mariusz Czepiec Digitas Design Director
Paulina Plucińska-Kędzia Digitas Designer
Weronika Siejkowska Digitas Designer
Olga Rukat Digitas Motion Design
Paweł Samul Digitas Motion Design
Katarzyna Kołakowska Digitas UX
Marcin Filipowicz TANK Director
Mateusz Skalski TANK DOP Lighting Cameraman
Marta Gierej Digitas Agency Head of TV Production
Marcin Borkowski TANK Producer
Sandra Zagórska TANK Producer
Tomasz Bilecki Ztudio&Burza Sound Design
Irek Grzyb TANK Editor
Tomek Bujok Digitas Creative support
Ewelina Głocka Huawei Regional PR Manager CEE&Nordic Region
Milena Orłowska Huawei Regional Social Media Manager CEE&Nordic
Kamil Sikorski Huawei Regional Digital Director CEE&Nordic Region
Matej Podobnik Huawei PR Director CEE&Nordic Regional Division

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Huawei Facing emotions - An AI powered app that helps the blind and visually impaired 'see' emotions by translating them into sounds. Facing Emotions utilises the Huawei Mate20 Pro’s AI and camera to translate key human facial emotions into short unique sounds. Making it possible for the blind and visually impaired to have a richer experience when speaking face to face with others.

Cultural / Context information for the jury

The blind and visually impaired rely intensively on their sense of sound to navigate their world and their relationships with others. But not being able to see someone face means you can only go off their voice alone- which is something difficult for sighted people to comprehend.

Script. Provide the full radio advert script in English.

Happiness. Sadness. Fear. Anger. Surprise. Contempt. Disgust.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

The social behaviour our campaign was inspired by is a blind persons experience of having a conversation with another person. What the sighted community takes for granted, is that so much of our communication comes from non verbal language. A smile, confused brow, a look of disgust... can all change, layer or improve the meaning of the words we hear people say. The blind and visually impaired are missing this ability to combine what they hear people say with what their expression may also saying. Our aim was to use the power of sound to translate facial expressions into a language of sounds- allowing the blind and visually impaired to have a richer, fuller experience when communicating with others.