Ravensburger Spieleverlag: Fittle [image]

Credits & Description:

Client: Ravensburger
Product (Service): Fittle Braille Puzzle
Agency: Serviceplan München, Germany
Entrant: Serviceplan München, Germany
Idea Creation: Serviceplan München, Germany
Idea Creation 2: Serviceplan Health & Life München, Germany
Production: Orange Sound Munich, Germany
Additional Company: Lv Prasad Eye Institute Telangana, India
Global Chief Creative Officer: Alexander Schill (Serviceplan Group)
Designer: Tanja Jain (Tanja Jain)
Executive Creative Director: Matthias Harbeck (Serviceplan Germany)
Creative Director: Christoph Bohlender (Serviceplan Health & Life Germany)
Copywriter: J Jackson (Serviceplan Health & Life Germany)
Creative Innovation Director: Franz Roeppischer (Serviceplan Group)
Creative Innovation Director: Lorenz Langgartner (Serviceplan Group)
Senior Art Director: Sven Hartmann (Serviceplan Health & Life Germany)
Art Director: Saurabh Kakade (Serviceplan Group)
Junior Art Director: Pedro Nogueira Gropo (Serviceplan Group)
Creative Partner: Mike Rogers (Serviceplan Health & Life Germany)
Senior Motion Designer: Dennis Fritz (Serviceplan Group)
Head, Dr PRK Prasad Centre for Rehabilitation of Blind and Visually Impaired & Meera and L B Deshpan: Dr. Anton Vipin Das (Lv Prasad Eye Institute)
Head, Dr PRK Prasad Centre for Rehabilitation of Blind and Visually Impaired & Meera and L B Deshpan: Dr. Beula Christy (Lv Prasad Eye Institute)
Senior Producer: Moni Pichlmayer (Arri Media - Creative Solutions)
Colorist: Markus Baburske (Arri Media - Creative Solutions)
Synopsis:
The Campaign
Fittle is the first 3d-printed braille puzzle; an innovative toy that helps children to learn braille words and also discover the shapes that the words represent in a playful and rewarding manner.
The puzzles, designed by Ravensburger puzzle-experts, are available online for free and can be 3D-printed anywhere at only material costs.
With donations sourced from the puzzle-community, Ravensburger provided 3D-printers, to clinics and schools across India, to ensure the puzzles reached the hands that need them the most.
An expanding range of puzzles, covering the whole alphabet and designed by experienced Ravensburger puzzle-experts, are available online for free and can be 3D-printed anywhere at only material costs (around $0.5 per model).
With donations sourced from the worldwide puzzle-community, Ravensburger is providing 3D-printers to as many of the L.V.P.Eye network’s 176 eye-care centers across India as possible, to ensure the puzzles reached the hands that need them the most.
Creative Execution
Various precautions were taken during the Fittle design process to ensure accessibility and cost-effectiveness.
To ensure that Fittle is fail-proof, each puzzle piece has been specially designed to connect only with the correct, corresponding pieces. This was made possible through new, innovative connectors that differ in shape and a line at the bottom that guides the child to only the right combinations. Fittle’s fail-proof design was important to retain its rewarding and engaging quality.
Fittle was specifically designed to be child-safe and promote motor-skills.
Each puzzle was carefully designed to be geometrically simple for easy 3D-printing, while still maintaining a shape accurate to the object that it represents. Every Fittle is optimized to be efficiently printed and cost-effective, with each puzzle costing just $0.5 approximately.
The design of the puzzle was also optimized to accommodate a simpler printing process, so no additional assembly or modification was needed after printing.
Feedback of eye care centers has been outstanding. The concept effectively boosts the child's creativity and motivates them to want to learn more.
3D printers have been provided to the strategically most relevant locations to produce up to 50 models per day, with more donations coming in and 3D printers being delivered continuously.
Over 30,000 patients are participating in LVPEI rehabilitation programs where Fittle is primarily being used, reaching potentially 2.5 million people overall.
Due to the versatility of 3D-printing, Fittle has endless possibilities. The range of puzzles is constantly updated with new models and upgrades based on studies and user-feedback.
Ravensburger, selling millions of toys every year, in-packaging promotion of Fittle is potentially reaching millions of people to raise support for the project. Through this crowd sourcing technique, Ravensburger expects the project to expand into further regions.
To date, Fittle has been printed in every continent excluding Antarctica.
For Ravensburger, the world’s leading education toy and puzzle company, with the core values of joy, education and togetherness, partnering with LV Prasad Eye Institute to bring Fittle to life was a perfect fit. The project played into their strengths of puzzle development and perfectly aligned with their core values of education and social responsibility.
The flexibility of 3D printing allows to continuously adapt and expand the collection of puzzles. Each puzzle was specially designed to provoke the imagination of the child.
A lot of care was taken to ensure that it would be impossible to incorrectly combine the puzzle pieces.
The puzzles are designed to use as less plastic material as possible, for minimum production cost.
To involve the public, Ravensburger raised donations through in-packaging promotion to provide the 3D-printers to eye-care centers across India.