CategoryA04. Consumer Durables


Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Creative Chairman
Anuwat Nitipanont BBDO Bangkok Chief Creative Officer
Nopharit Dusadeedumkoeng BBDO Bangkok Creative Director
Annop Khunwong BBDO Bangkok Art Director
Thamonwan Rojanawanichkit BBDO Bangkok Copywriter
Teerapol O-Charoen BBDO Bangkok Designer
Kiatikun Siriwetchmongkolchai BBDO Bangkok Business Director
Tanyawan Wongapichart BBDO Bangkok Group Account Director
Jutatat Pattanodom BBDO Bangkok Group Account Director
Thitiporn Kittikawinwong BBDO Bangkok Traffic Director
Atitan Thongmak BBDO Bangkok Project Manager
Toungrak Jiravatanarungsri BBDO Bangkok Agency Producer

Why is this work relevant for Direct?

We discovered that over 3 million people in Thailand (over 1.3 billion worldwide) are experiencing impaired vision which makes their everyday living harder.No brand has offered home solutions to the visually-impaired. We develop a new type of furniture to respond to daily living needs and functions of the visually-impaired, while still appealing to normal vision people. 7:1 Furniture helps provide a better quality of life for impaired vision people, strengthening HomePro’s brand mission to provide a full living experience for everyone in their own home no matter who you are, most importantly creating revenue by opening a new market segment.


Over 1,300 million people worldwide currently have visual impairment problems, according to the World Health Organization (WHO). In Thailand alone there are more than 3 million people affected by visual impairment. Visual impairment is one of the most common conditions in people’s lives, because it is not only caused by diseases but also age. Those who suffer from this condition find that it affects their daily lives, causing inconveniences even in their own home. Everyday items are blurred out and pose danger when not fully visible. For example, people dangerously miss the cutting board when cooking, or sit down and miss the toilet or a chair. When their eyes cannot identify each furniture and its function, all the furniture in the home are rendered useless. The brief: How can HomePro, as a professional home solution brand, improve the home life experience for the visually-impaired through our products?

Describe the creative idea (30% of vote)

7:1 Furniture Collection, the furniture made to be seen by the vision-impaired. The collection precisely uses a 7:1 color contrast ratio, a contrast level that makes a visual most accessible to people with disability. We use an international vision enhancement method which makes content or object visible at Level AAA standard (the highest level of visibility). The colors pop out to the vision-impaired to compensate for their loss in vision contrast. Also, a specially-designed outline system is developed to provide the furniture with shape and identifies the function to its user. Combined with color-contrast design, the design system brings what was barely visible back into full vision.

Describe the strategy (20% of vote)

HomePro wants everyone to be fully living in their own home. Its mission is to provide professional home solutions to ensure everyone can have a better quality homelife. How can HomePro improve the home life experience for the visually-impaired through our products? The strategy is to use the touchpoint that would directly alter the home experience for the visually-impaired: the furniture. We created the furniture collection that changes how our target would experience their home. The target for this campaign is the people with impaired vision.We discovered that 90% of all the furniture in the world uses similar color shades in their components, resulting in low color contrast in each piece. To people with lower visual ability, the furniture would just blend into the environment and become useless.This solution not only helps the visual-impaired, but also create revenue by opening a new market segment and strengthens brand image for HomePro.

Describe the execution (20% of vote)

7:1 furniture collection took 4 months on design stage and another 2 months for producing in China before its first launch at HomePro Expo 2019 and at Bangkok Furniture Fair 2019. The furniture is now available at HomePro all nationwide branches.

List the results (30% of vote)

7:1 Furniture provides a better homelife experience for the first time to vision-impaired people. The furniture provides not only a clearer vision but also reduce household accidents caused by vision impairment. 7:1 Furniture collection strengthens HomePro's mission to provide a full living experience for everyone in their own home no matter who you are. - 150K people visited exhibition (during 15-24 March 2019) - Over 5000 units sold within 3 months - More than 1,000,000 USD earned media - 98% positive feedback in an after-purchase survey - 84% reported less difficulty in everyday household functions, including accidents - Available now at HomePro nationwide


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