LOOK AT ME

Bronze Spike

Case Film

Presentation Board

TitleLOOK AT ME
ClientSAMSUNG ELECTRONICS
Product/ServiceSAMSUNG ELECTRONICS
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production Company BREAKFAST FILM Seoul, SOUTH KOREA
Production Company 2 DESIGNFEVER Seoul, SOUTH KOREA

Brief Explanation

The “Look At Me” program is a free-to-download treatment app and the world’s first camera app designed to enhance social skills of children with autism. It is exclusive to Samsung mobile devices as the program was specifically designed to be used with their camera function. It positions Samsung mobile devices as tools that can help empower people in ways never seen before.

The Brief

Millions of children with autism struggle to make eye contact and communicate with others. They have poor social skills and hence, are unable to develop meaningful relationships. In South Korea, treatments are expensive and medical resources are limited. The families of these children are ashamed about them and tend to hide their disorder from the public. As a result, many children miss treatment at an early age.

Describe the success of the promotion with both client and consumer including some quantifiable results

Clinical test results showed that 60% of the children made better eye contact and 40% showed improvement in expressing themselves emotionally. The free app was first launched in South Korea and Canada, and then globally on 22 December 2014. Within a week, it quickly became one of the most downloaded apps in the “Education” category. It ranked third in the UK, fourth in the US and fifth in Brazil (as of 30 December). The number of downloads and media coverage have been increasing dramatically.

Explain why the method of promotion was most relevant to the product or service

Studies show that children with autism like to interact with digital devices. So we developed the world’s first interactive camera app to help them improve social skills. Using Samsung smart devices, we developed a fun and easy-to-use app to help children with autism interact with people. In collaboration with doctors, professors and app developers, seven missions were created to train the children to make better eye contact and improve their communication skills.

Credits

Name Company Position
Jeongkeun Yoo Cheil Worldwide Chief Creative Officer
Wain Choi Cheil Worldwide Executive Creative Director
Kevin Pereira Cheil Worldwide Creative Director
Jax Jung Cheil Worldwide Associate Creative Director
Joohee Lee Cheil Worldwide Senior Art Director
Seeun Kim Cheil Worldwide Art Director
Songha Lee Cheil Worldwide Copywriter
Adrian Sim Cheil Worldwide Copywriter
Jongbin Lee Cheil Worldwide Account Executive
Andy Sungkyoon Wang, Diane DY Lee Cheil Worldwide Account Manager
Chris Seongwook Kim Cheil Worldwide Project Manager
Sean Yoo Breakfast Film Director
Wooyoung Nam Breakfast Film Assistant Director
Jed Park Breakfast Film Executive Producer
Hyukjun Lee Breakfast Film Producer
Hanvit Kang Breakfast Film Cinematographer
Yeonjoo Jeong, Gaeon Kim Design Fever UI Planner
Jaejin Jeong Design Fever UI design
Jiyeon Kim Design Fever Character Design
Daeho Seo Freelancer Photographer