Entrant: SERVICEPLAN GERMANY
Country: Germany
Section/Contest/Category: C. SOCIAL GOALS CONTESTS / C07. HEALTH & WELL-BEING / C07-06. DIGITAL & MOBILE ADVERTISING
Award: Best of Contest
Advertiser/Brand: Dot Incorporation.
Year: 2022
Creative Team:
SERVICEPLAN GERMANY / SERVICEPLAN KOREA, Entrant Paulus Co. Ltd, Film Production Company ASTRAL Kreativ, Web Development MassiveVoices, Mastering Alex Schill, Global Chief Creative Officer, SERVICEPLAN GROUP Eric Ju Yoon Kim, CEO, Dot Incorporation Ki Kwang Sung, CEO & CTO, Dot Incorporation Jae Seong Joo, CDO, Dot Incorporation Ahrum Choi, Director of Social Impact, Dot Incorporation Shruthi Subramanian, Copywriter, SERVICEPLAN GERMANY Rohil Borole, Art Director, SERVICEPLAN GERMANY Kai West Schlosser, Art Director, SERVICEPLAN GERMANY Camille Nizet, Creative Intern, SERVICEPLAN GERMANY Thinh Ngyuen, Creative Intern, SERVICEPLAN GERMANY Tanvi Phalak, Creative Intern, SERVICEPLAN GERMANY Sanjeeta Saha, Creative Intern, SERVICEPLAN GERMANY Zoe Bellis Schill, Creative Intern, SERVICEPLAN GERMANY Franz Röppischer, Executive Creative Director, SERVICEPLAN GERMANY Lorenz Langgartner, Executive Creative Director, SERVICEPLAN GERMANY Dennis Fritz, Director & Motion Designer, SERVICEPLAN GERMANY Julie Kang, CEO & Managing Director, SERVICEPLAN Korea Thomas Iksuh Huh, Creative Director, SERVICEPLAN Korea Jason Romeyko, Worldwide Executive Creative Director, SERVICEPLAN GROUP Matthias Harbeck, Chief Creative Officer Germany, SERVICEPLAN GROUP Saffaan Qadir, Creative Director, Paulus Co. Ltd., Kyungsin Kim, Creative Producer, Paulus Co. Ltd. Hagen Fiedler, Executive Creative Director Digital, ASTRAL Kreativ Johannes Auffermann, Senior Project Manager Digital, ASTRAL Kreativ Silver Eunman Kim, Senior Art Director, SERVICEPLAN Korea Minwoo Kim, Senior Copywriter, SERVICEPLAN Korea Diana Dahye Kim, Ass. Art Director, SERVICEPLAN Korea Jin Park, Ass. Copywriter Intern, SERVICEPLAN Korea Seonyeong Boo, Account Director, SERVICEPLAN Korea Neul Ha, Senior Strategic Planner, SERVICEPLAN Korea Junghwan Choi, Senior Account Manager, SERVICEPLAN Korea Euntack Shin, Senior Account Manager, SERVICEPLAN Korea Hyeli Lee, Senior Account Manager, SERVICEPLAN Korea Elin Jinsol Yu, Account Manager, SERVICEPLAN Korea Minji Kim, Account Manager, SERVICEPLAN Korea Dahoon Chung, Executive Producer, Paulus Co. Ltd. Yohan Jang, Director, Paulus Co. Ltd. Yeongkyu Yoo, Creative Director & CEO, Cloudandco / Dot Incorporation Mergel Takam, Senior Manager / PhD, Dot Incorporation Hee Jin, Lee,Sales Manager, Dot Incorporation Eunpyul Joy Cho, Sales Manager, Dot Incorporation Sebin Oh, Industrial Designer, Cloudandco / Dot Incorporation Anton Reim, Motion Designer, SERVICEPLAN GERMANY Naho Manabe, Creative Director, SERVICEPLAN GERMANY Taro Taniwaki, Copywriter, SERVICEPLAN GERMANY Björn Neugebauer, Copywriter, Freelance Lennert Schrader, CGI Technician, Freelance Ashwin Suresh, CG Artist, Freelance Federico Leggio, Motion Designer, Freelance Henning Janzen, Art Director, Freelance Hyuk Lim, Assistant Director, Paulus Co. Ltd. Hee-jae Yang, Assistant Director, Paulus Co. Ltd. Yehyeon Chung, Project Assistant, Paulus Co. Ltd. Young eun Yeo, Project Assistant, Paulus Co.Ltd. Minkyu Park, Producer, Paulus Co. Ltd. Euiseon Chang, Director of Photography, Paulus Co. Ltd. Jiwoong Yang, Assistant Camera 1st, Paulus Co. Ltd. Junhui Seo, Assistant Camera 2nd, Paulus Co. Ltd. Kwang Jun Jeong, Gaffer, Paulus Co. Ltd. Jongchae Sohn, Sound, Paulus Co. Ltd. Sado Choi, Sound Assistant, Paulus Co. Ltd. Malte Bender, Tech Lead Digital, ASTRAL Kreativ Timm Reiter, Senior Developer, ASTRAL Kreativ Stefan Schröder, Senior Developer, ASTRAL Kreativ Arlinda Shabani, Design, ASTRAL Kreativ Andrea Da Silva, Design, ASTRAL Kreativ
Creative idea:
Despite widespread efforts to improve accessibility, braille-reader hardware has been limited to text translation, due to the complex mechanism of braille cells. Composed of 2,400 energy-efficient pins on one portable panel, Dot Pad takes tactile communication to a whole new dimension — from to text to graphics. For the first time, visually impaired people can access any visual content on the internet. Dot Pad encourages independent learning, creates further employment opportunities, and empowers diverse artists and creators. While conventional tactile devices use piezoelectricity to power their actuators, Dot Pad uniquely relies on electromagnetism, which reduces size, weight, power consumption and price by more than ten times. This dramatically increases usability and makes Dot Pad affordable for the majority of visually impaired users. It requires intelligence to understand what’s in an image and decide what’s important to the audience. To create comprehensible tactile content, Dot Pad relies on the innovative Dot Image Processor. It’s an AI that was trained with millions of existing visual and tactile graphics, to be able to analyze, understand and segment visual content, and translate it to tactile graphics most suitable for blind users. While the Dot actuator technology is protected by 30 patents, it’s licensed to other manufacturers to give as many people as possible the chance to benefit from it. Thanks to a partnership with Apple, Dot Pad integrates seamlessly with iOS and iPadOS, thereby giving users access to the 2.2 million apps on the App Store, out of the box. Dot Pad reduces dependence on tactile textbooks and audio description for graphical content which sighted people are used to freely enjoying. Launched in early 2022, Dot Pad has earned huge interest from the media as well as public and private institutions worldwide. Dot Pad technology is permanently installed in public kiosks in Busan, South Korea. Dot Pad has disrupted the field of accessibility technology with tactile graphics. To create further software and hardware support for tactile graphics, Dot Inc. is in touch with major players in the field to create a unified tactile graphic file format and a dedicated open database of tactile graphics. Dot Inc. is partnering with educational and governmental institutions worldwide to make the device available and accessible to people in need.