Cannes Contenders: Cheil Hong Kong
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Cheil Hong Kong
Hong Kong is home to one of the most beautiful skylines in the world. It’s a famous sight seen by millions every year. Samsung Electronics wanted to help even more people see–especially the 200,000 people who are visually impaired.
Since the Hong Kong skyline is one of the most photographed sights in the city, the idea was to simply ask people to share their Instagram shots using the hashtag #BeTheirEyes, with a short description of what they see. Then together with Hong Kong Blind Union, these descriptions were translated into printed braille stickers and placed back in situ to the visual stories being told.
Best of all, since 80% of all visual impairment can be treated, Samsung made a donation for every photo posted. So it was more than just an idea, but a vision for the long term. What’s more, these braille stickers are now being extended to more touchpoints across Hong Kong.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.