TADOT BOTTLE

TitleTADOT BOTTLE
ClientPUBLICATION BRAILLE
Product / ServiceTADOT BOTTLE
CategoryE03. Other Packaging
EntrantMcCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Entrant Company McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Advertising Agency McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA

Brief Explanation

There are 370 thousand blind people in the world who wash hair every day in the complete darkness. In order to solve the problem in daily life of the blind, we have produced special empty bottles named TADOT Bottles engraved of Braille patterns for Korean and English so that the blind can differentiate products by touching them.

The Brief

Most products used in bathroom like shampoos, conditioners, or body washes have similar shaped containers but differentiated by its labels. By this way containers are organized with uniformity in shape but diverse in colors, and moreover it is useful and efficient. However all of the above it is the convenience based on the fact ‘in case of visible’. The 370 thousand blind people experience the inconvenience of differentiating shampoo, conditioner, or body wash from each other every morning by “not looking”. We focused on the daily life of the blind.

How the final design was conceived

To encourage the use of this special bottle, we planned fun experiential event called ‘The shower in the dark’ not only for the blind but for everyone. It’s surprising and touching result moved all the participants at the scene. Afterward the video clip of this whole story has been released on YouTube and received many supports and sympathy from people about TADOT Bottle. In addition to the Publication Braille’s understanding about the blind learned from publishing various braille books for a long time, creative execution ability of the agency have developed durable but light-weighted empty shower bottle which can be distinguished by touching.

Indication of how successful the outcome was in the market

Our promotion has shared a slice of the blind’s life with all the participants and gave an opportunity to be grateful for how important braille takes a part. By using youtube viral promotion. https://youtu.be/f13ZKgOsz50 115,455 YouTube views Shop in here ; http://www.kbraille.net/goodsDtl.htm?psGoods_no=279&psCurr_goods_sort_cd=002&goods_cate_type=B04&CurrentPage=1&sort=

Credits

Name Company Position
Junghyun Ashley Shon McCann Worldgroup Korea Vp/Executive Creative Director
Yongbeom Shin McCann Worldgroup Korea Creative Director
Sangjin Kim McCann Worldgroup Korea Senior Art Director
Sungsim Lee McCann Worldgroup Korea Art Director
Seunghee Lee McCann Worldgroup Korea Copywriter
Taeyoung Jung McCann Worldgroup Korea Art Director
Chunwoo Yun McCann Worldgroup Korea Account Director
Minsik Kim Deohada Design Agency Designer
Jongchul Baik CLEF Studio Photographer
Taehyung Kim Jungle Story CG