|Title||7:1 FURNITURE COLLECTION|
|Product / Service||7:1 FURNITURE COLLECTION|
|Category||A04. Consumer Durables|
|Entrant||BBDO BANGKOK, THAILAND|
|Idea Creation||BBDO BANGKOK, THAILAND|
|PR||BBDO BANGKOK, THAILAND|
|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|
HomePro is the biggest professional home solution retail chain in Thailand. HomePro's mission is for everyone to have a full living experience in their own home no matter who you are. We created 7:1 furniture collection, a new type of furniture that enhances the living experience for vision-impaired people in their home. The furniture is not only answering the needs of vision-impaired people but the design is also appealing to people with normal vision. The furniture collection provides everyone with a HomePro experience of a better quality home-life with almost 100% positive feedback that helps increase brand affinity.
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. How can HomePro, as a professional home solution brand, improve the home life experience for the visually-impaired?
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 by W3C organization, 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. 7:1 Furniture Collection visually erases impairment at home for the visually impaired, while still appealing to people with normal vision, allowing everyone at home to fully live.
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. Instead of creating another communication campaign, we decided to create the furniture collection that is a real solution that changes how our target would experience their home. Our target group is vision-impaired people who experience problems in seeing everyday items. We discovered that 90% of all the furniture in the world uses similar color shades in their components, resulting in very low color contrast in each piece. To people with lower visual ability, the furniture would just blend into the environment and become useless which is not a good daily living experience.
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.
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 after-purchase survey - 84% reported less difficulty in everyday household functions, including accidents - Available now at HomePro nationwide