Samsung: Touchable Ink

Credits & Description:

Titile: Touchable Ink
Agency: J. Walter Thompson Bangkok
Brand: Thai Samsung Electronics / Thai Association Of The Blind
Country: Thailand
Advertising Agency: J. Walter Thompson Bangkok
Entrant Company: J. Walter Thompson Bangkok
Media Agency: J. Walter Thompson Bangkok
Pr Agency: J. Walter Thompson Bangkok
Production Company: The Film Factory, Bangkok
Director: Pen-Ek Ratanaruang
Sea Director Of Digital: Hansa Wongsiripitack (J.Walter Thompson Bangkok)
Managing Director: Parattajariya Jalayanateja (J.Walter Thompson Bangkok)
Creative Director: Supachai Toemtechatpong (J.Walter Thompson Bangkok)
Agency Producer: Jiraporn Channawach (J.Walter Thompson Bangkok)
Business Director: Nattianan Vanichchanant (Contract Advertising (Thailand))
Copywriter: Nopharit Dusadeedumkoeng (J.Walter Thompson Bangkok)
Associate Creative Director: Nopharit Dusadeedumkoeng
Project Manager: Ponpat Rachatamutha (J.Walter Thompson Bangkok)
Cheif Creative Officer: Satit Jantawiwat (J.Walter Thompson Bangkok)
Chairman, Apac Creative Council: Sheung Yan Lo (J. Walter Thompson Shanghai)
Art Director: Charnpanu Suchaxaya (J.Walter Thompson Bangkok)
Senior Pr Executive: Pinjavee Rienmora (Contract Advertising (Thailand))
Supporting Webpage: http://www.tc-response.com/awa...
Outcome:
This is the beginning of the journey to create real and meaningful social impact in order to change lives of more than 285 visually impaired people around the world to be able to live life equally like ordinary people with the ability to read by themselves. This can be happened thanks to the affordable printer equipped by Touchable Ink. With this ability, we do believe that it will increase endless opportunity for them to learn the world and empower them to create the world on their own with their imagination.
Campaign Description:
Turn the normal laser printer to be braille-embossed printer and make the blind people be able to print braille documents by themselves and read at home with no limitation. To make this happen, Touchable Ink, the world-first printing ink invented exclusively for blind people is the game changer.
Brief with projected outcomes:
With the intention to make change happened to more than 285 blind people around the world by giving them the opportunity, quality and equality of living like normal people, Touchable Ink will give them the full ability to read by themselves with the ordinary printers they can afford.
Execution:
Samsung, the Chemistry professor from Thammasat University and Thailand Association of the Blind are collaborating to research, develop and have come up with innovative solution called “Touchable Ink” by adding embossing powder to the laser printing ink through chemical process. The users just simply replace the Touchable Ink cartridge to the current one, change the selected document to braille font type, print out and heat it with normal household heating devices like microwave or hair dryer. This special link will dilate and give an embossed effect, just like it’s printed out from the braille embosser and allow the blind people to be able to read by their fingers. We are now at the beginning of the journey, working hard is still in progress but we never stop and aim to complete it to give the life opportunity to all blind people.
Strategy:
With our aim to create the sustainable change for visually impaired people to unlock their barrier and free their visualization to be able to read and learn the world by themselves.Samsung, as the leading company in Consumer Electronics & Innovation in the world, what we always do is to make things that can change the better living for people in the society under our belief “Accelerating Discoveries and Possibilities”.
Synopsis:
Nowadays, many different kinds of technology have been innovated to help blind people to visualize the world, from mobile app, virtual pencil, watch to glasses. However, these technologies have limitation to provide simple requirement they truly want – to be able to read by themselves with their fingers. Only basic device that allow them to do is the ‘braille embosser’ and print on special paper to produce Braille text based document but it’s very expensive and limited to access. Therefore, is there any possibility to commoditize the braille embosser so the blind people can simply afford and access to?