Silver Eurobest Award

Case Film

Presentation Image

Category E05. Patient Engagement
Production 2 SOMOS 5 Madrid, SPAIN
Post Production CHEIL WORLDWIDE Madrid, SPAIN
Post Production 2 SOMOS 5 Madrid, SPAIN
Additional Company IRISBOND San Sebastián, SPAIN
Name Company Position
Alejandro Di Trolio CHEIL SPAIN Executive Creative Director
Sergio Villarrubia CHEIL Creative Director
Jaime Azurmendi CHEIL Creative Director
Miriam Alonso CHEIL Creative Supervisor
Alvaro Martínez CHEIL Creative Supervisor
Estanislao Bollaín CHEIL Creative Supervisor
Juan Riesgo CHEIL Account Director
Estefanía Garcia CHEIL Account Executive
Angélica Roma CHEIL Producer
Alberto Sanchez CHEIL Producer
Jonatahan Andrés Somos5 Executive Producer
Maria Vaño Somos5 Producer
Cloré Cloré Freelance Director
Rémi Devouassoud Freelance Director
Jorge Roig Freelance Photography Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

There are restrictions for the advertising of medicines and medical devices. - Royal Decree 1416/1994 16 October Digital advertising of medicines and medical devices on the has not been addressed by the Spanish laws, is subjected to the laws and regulations applicable to traditional advertising of medicines and medical devices.

Describe the target audience and why your work is relevant to them.

Patients, their families and caregivers. In Spain, 90% of ALS patients can’t afford the technology needed to talk again and/or regain mobility. But today most families in Spain (90% of families) have in their homes the hardware necessary to create a cheap and effective communication technology, so we did it.


SITUATION. ALS is a disease that leaves people completely immobile and silent. Is the most expensive neurodegenerative disease. Currently, there are specialised technologies that assist with communication, but their cost of around €6,000 makes them beyond reach for 90% of Spanish patients where the average income is just €23,000. BRIEF. To create a cheap and effective communication technology for all ALS patients, and help them to interact with the physical world just by using their gaze. The same thing expensive technologies do, but for first time… available for everyone. OBJETIVE. To connect ALS patients to a whole system of devices in order to restore the ability to interact with their environment again. To democratise communication, using a technology affordable for every patient, no matter their gender, age or social status. To create PR about Samsung TCP Project (Technology with purpose) and how technology can help those who really need it.

Describe the creative idea (40% of vote)

TALLK app is a free software that takes advantage of the technology of almost every Samsung tablets cameras to locate the pupils and characteristics points of the face, translating its movements within a predictive virtual keyboard and verbalising the text entered by the user. In this way, patients can interact with Samsung's voice assistant, Bixby, to solve requests and control home devices by using Samsung’s Smart Things technology. Which allows them not only to communicate, but also to interact again with the world around them. And everything, for less than €200. We have created a free application that transforms an existing technology into a new, affordable and revolutionary service supporting all ALS patients and carers.

Describe the final product (40% of vote)

The cameras of Samsung tablets (200€ price) can track people’s eyes, so we have developed a software to enhance this technology, normally used to unlock devices. Our application is operated with the eyes, so the design must focus on this, in order to simplify the navigation and have a proper response. The app includes predictive algorithms that learn from the users: the way they talk and the words they use more often. And thanks to Bixby, Samsung’s voice assistant, they can use the app to control different devices and home appliances. The buttons have a larger surface than the rest of applications and are separated from each other to facilitate navigation and the reaction speed. We have reduced the number of necessary clicks to reach any command. The colours used on the design presents a high contrast to improve readability.

List the results (20% of vote)

3 months after the launch, the 50% of Spanish patients have use the app. 3 million views (Campaign spot) Reach of 62 million. More than €1M PR value Trending Topic on Twitter. 96% positive comments on SSMM