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D&AD Impact 2017

Award Type: Advertising Awards

96 Hanbury St, London E1 5JL United Kingdom

Phone: +44 (0) 20 7840 1111

Key Dates for 2017
May 1 Entries Open
July 14 Submissions Deadline
September 26 2017 Awards Ceremony - live during Advertising Week

Dot. The First Braille Smartwatch. [video]

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Industry Mobile phones, devices & accessories
Media Film, Digital, Interactive & Mobile, Design & Branding
Market Germany
Agency Serviceplan Munich
Art Director Henning Janzen, Azim Abasbek, Kostiantyn Liakhov
Copywriter Rohan Vitus Fernandes
Creative Agency Serviceplan Korea
Production Core-A Studios
Director Serge Hoeltschi
Released February 2017


Cannes Lions 2017
Design Design Effectiveness: Design Excellence in Effectiveness Silver Lion

Credits & Description

Category: Technology Hardware - Electronics / Computers / Business Equipment / Mobile Phones
Agency: Serviceplan, Serviceplan Korea, Dot Incorporation
Brand: Dot Incorporation
Country: Germany
Advertising Agency: Dot Incorporation, Seoul
Entrant Company: Serviceplan, Munich
Media Agency: Serviceplan, Munich
Pr Agency: Serviceplan, Munich
Production Company: Core-A Studios, Seoul
Additional Company: Nhb , Hamburg
Chief Creative Officer: Alexander Schill (Serviceplan)
Ceo: Eric Ju Yoon Kim (Dot)
Executive Creative Director: Jae-Seong Joo (Dot)
Creative Innovation Director: Franz Roeppischer (Serviceplan)
Art Director: Henning Janzen (Freelancer)
Animation / Special Effects: Lennert Schrader (Nhb Next)
Cinematographer / Dop: Alexander Alexandrov (Freelancer)
Executive Creative Director: Bill Yom (Serviceplan Korea)
Graphic Design: Jung-Seok Lee (Serviceplan Korea)
Art Director: Azim Abasbek (Serviceplan)
Chief Technical Officer: Ki Seong (Dot)
Music Producer / Sound Design: Woo-Kyun Jang (Augleo Studio)
Senior Motion Designer: Dennis Fritz (Serviceplan)
Agency Producer Film: Henning Rieseweber (Freelancer)
Editing: Isabelle Fournet (Freelancer)
Copywriter: Rohan Vitus Fernandes (Serviceplan)
Director: Serge Hoeltschi (Freelancer)
Ceo: Y.K. Yoo (Cac Studio)
Head Of Nhb Next: Felicitas Stahnke (Nhb Next)
Creative Innovation Director: Lorenz Langgartner (Serviceplan)
Innovation Director: Per Poulsen (Serviceplan)
Creative Operations Manager: Diane Schulz (Serviceplan)
Art Director: Kostiantyn Liakhov (Serviceplan)
Producer: Lars Ruch (Commondeer)
Corporate Communications / Brand Manager: Susan Kim (Serviceplan Korea)
Marketing Manager: Ahrum Choi (Dot)
Producer: Guy Citron (Coreastudios)
Campaign Description:
DOT. The first Braille Smartwatch. It brings new possibilities and benefits of the networked digital age to the wrists of millions of B&VI people worldwide.The patented DOT Active Braille Technology reduces size, weight and price by more than ten times compared to existing digital Braille reading devices which rely on piezo-electricity.B&VI people can benefit from DOT in all areas of life:DOT makes communication easy and private,provides fast access to information anywhere,makes navigation and transport more convenient and safe,enables efficient, independent and joyful education,improves work performance and increases job opportunities,supports leisure and sports activities.Through the open DOT API, anyone can develop apps or services for DOT. Existing ones can be easily adapted. Apps for Braille education, social networking, navigation, newsfeed, weather and many more are already in development.
DOT will be available in late 2016. Thousands of B&VI people around the world are already experiencing its benefits as testers with early access to final prototypes, at trade fairs, roadshows and stationary retail partners and at schools. 60,000 DOTs have been pre-ordered so far. Prominent visually impaired personalities like athlete Henry Wanyoike, singer Andrea Bocelli and musician Stevie Wonder support DOT.There are cooperations with companies like Google and Uber, educational institutes and the 2018 Paralympic Games in Pyeongchang.DOT Smartwatch is only the entry device into the assistive technology market. Based on its patented technology other applications are already in development: DOT Mini with lower price for developing countries. DOT Active Braille Technology for public facilities, such as ATMs and train stations. DOT Pad to be released in 2017.
DOT is connected to the smartphone via Bluetooth and can receive any information in text-form, from any app or service – e.g. notifications, texts, directions.It has a crown and two buttons for input – e.g. quick reply, accept calls, remote control.DOT comes with full smartwatch functionality: time, timer, alarm, stopwatch, gyroscope and accelerometer. It’s made from superlight durable aluminum, the battery lasts for 7 days and it costs $290.DOT’s patented Active Braille Technology is based on solenoid multi-actuators controlling four Braille cells with 24 pins by magnetism instead of piezoelectricity as in other Braille devices.This reduces size and production cost, increases speed and keeps energy consumption low.DOT uses haptic force feedback technology to detect finger movement on the pins and automatically change the pins to show the next characters. Along with software, this makes it possible to display text rapidly and conveniently even with limited Braille cells.
285 Mio. people worldwide – 4% of the population – are blind and visually impaired (B&VI). Living without vision is complicated – and for the last 20 years, there were almost no innovations in communications technology for the B&VI: Existing digital Braille reading devices are heavy, bulky and expensive. They weigh around 2kg, require carrying bags and cost in between $3,000 to $15,000. This makes them unaffordable to the majority of B&VI people: only 5% own such a device – not to speak of the situation in developing countries.Audio solutions are impractical, because hearing is important for B&VI people: Earphones isolate from the surrounding, making orientation and communication difficult, loudspeakers eliminate privacy. For deaf-blind people, Braille is essential.This “discrimination by technology” causes disadvantages in social life and especially in education: Braille literacy has decreased to under 10%, despite studies showing that Braille literacy leads to a 3 times higher chance of employment.