RELÚMINO

TitleRELÚMINO
BrandSAMSUNG ELECTRONICS
Product / ServiceRELÚMINO
CategoryA05. Health & Wellness Tech
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 SAMSUNG ELECTRONICS Suwon City, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production SAMSUNG ELECTRONICS Suwon City, SOUTH KOREA

Credits

Name Company Position
Jaiil Lee Samsung Electronics Vice President
Junghoon Cho Samsung Electronics Creative Leader
YongNam Kim Samsung Electronics C-Lab
Seungchan Kim Samsung Electronics C-Lab
HanByul Jeon Samsung Electronics C-Lab
Chanwon Lee Samsung Electronics C-Lab
Myungsup Sim Samsung Electronics C-Lab
Chaehyun Yoo Samsung Electronics Public Relations
Yeultak Sung Samsung Electronics Facilitator
Youngin Bae Samsung Electronics Facilitator
Suhyeon Baek Samsung Electronics Executive Vice President
Kwang Yeol Jeong Samsung Electronics Vice President
Soomin Kim Samsung Electronics Principal Professional
Sukjun Yoon Cheil Worldwide Senior Vice President
Seunghoon Kang Cheil Worldwide Producer
Jun Young Park Cheil Worldwide Producer
Jinhong Lee Cheil Worldwide Producer
Jeungmin Choi Cheil Worldwide Account Executive

The Campaign

Relúm?no supports the user vision using the backside camera of smartphone when the device is connected to VR device. The app alters the camera images to correct the vision of user (enhancing contrast, zoom in/out, color change, etc.). Other devices with similar functions are worth 10,000 dollars. The users also must visit the manufacturers by themselves. On the contrary, Relúm?no is innovative since it is free for everyone if they have Galaxy smartphones and Gear VR devices.

Creative Execution

VR(virtual reality) is commonly associated with gaming and entertainment. However Team Relúm?no saw VR technology differently and has made up with an extraordinary way to use VR headsets as a visual aid for the visually impaired. The visual aid application processes images from videos projected through the rear camera of a smartphone and makes the images visible to people with low vision. Specifically, its major features include: ? Magnifying and minimizing image size; ? Highlighting the image outline; ? Adjusting color contrast and brightness; ? Reversing color for reading ; ? Image re-mapping (i.e., moving portions of the visual field to a different location) for those with tunnel-vision and blind-spot vision; ? Omni-focal function (i.e., setting the mode differently when looking front and down); and ? Screen color filtering. Relúm?no brings people with low vision an affordable solution that is accessible, cost-effective, and easy to use.

The movie recorded over 30 million views after just a month of release. Major domestic press companies introduce it to the public. Countries that recorded the most views were Thailand (24%), Vietnam (22%) and Indonesia (21%). There were replies such as "heartwarming" and "it made me look people with visual impairment differently." Furthermore, there were three times more questions about Relúm?no app on the homepage and the app download counts was increased by 30%.

Links

Website URL