ART-TO-HEART

Short List
TitleART-TO-HEART
BrandSTAEDTLER
Product / ServiceCOLOR CRAYONS
CategoryC03. Devices/Diagnostics
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett/Hong Kong Chief Creative Officer
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
Kennedy Pang Leo Burnett/Hong Kong Interactive Group Creative Director
Hoi Yiu Leo Burnett/Hong Kong Interactive Creative Director
Ivan Law Leo Burnett/Hong Kong Creative Director/Art Director/Illustrator
James O Leo Burnett/Hong Kong Creative Director/Illustrator
Jason Luo Leo Burnett/Hong Kong Creative Director/Copywriter
Rachel Lao Leo Burnett/Hong Kong Art Director/Illustrator
Jimmy Chan Leo Burnett/Hong Kong Programmer
Keat Mok Leo Burnett/Hong Kong Creative Technologist
Hanford Sheng Leo Burnett/Hong Kong Brand Director
Greg Sutcliffe Copywriter
CCCDI Ltd. Production House

The Campaign

An increasing number of children are diagnosed with autism worldwide every year. In Hong Kong, autistic children lack daily progressive therapy as parents are too busy at work. It’s very sad that autistic children cannot even look at their parents in the eyes. STAEDTLER has always been dedicated to help everyone express feelings. This time, we help re-bridge autistic children with their parents through drawing. We worked with social workers and therapists to create the mobile app --- "Art-to-Heart”, giving parents a way to guide their children to interact with them day by day.

The Brief

Research shows that it's easier for autistic children to use drawings to build up relationships with others. With the integration of mobile technology, "Art- to-Heart” re-bridging autistic children with their parents through drawing. The brand image of STAEDTLER is therefore enhanced: the best tool to illustrate everyone’s thoughts and feelings.

Creative Execution

Research shows that a routine schedule makes autistic children feel safe and secure. With Art-to-Heart, parents pair up with their child’s device and set a learning schedule. First, the child will be guided to complete a simple drawing task to start the conversation. Parents reply and the child will be rewarded with color crayons. As they advance in level, parents can set more tasks and open-ended questions to get the child to express himself more freely with drawings, and even with his own voice. At last, with the facetime function, we even encourage them to express face-to-face.

- Many autism specialists believe in and have recommended the app to many autistic children’s parents. - More than 60,000 autistic children are able to have daily exercises on our app. - 70% of the families who downloaded the app keep using it. - Our app will be created in different languages; hopefully more schools will use our app and help autistic children worldwide.

Research shows that it's easier for autistic children to use drawings to build up relationships with others. With the integration of mobile technology, "Art- to-Heart” re-bridging autistic children with their parents through drawing. The brand image of STAEDTLER is therefore enhanced: the best tool to illustrate everyone’s thoughts and feelings.

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