Cheil Worldwide Seoul wins 2 One Show Gold Pencils for Samsung Electronics ‘Look at Me’
Cheil Worldwide South Korea’s “Look at Me” campaign for Samsung Electronics has won two Gold Pencils at the prestigious One Show Awards, presented in New York this evening.
Cheil were the only Korean agency to pick up metal.
The Gold Pencils were awarded in the
Mobile – Mobile: Services/Utilities and UX/UI – Mobile UX Design: User Experience categories. This award winning app is designed to help autistic children to communicate with others.
Children with autism usually do not make and sustain eye contact with others, but they like to interact with smart devices. Based on this finding, Cheil Worldwide collaborated with researchers and doctors from Seoul National University and Yonsei University, both based in South Korea, to develop the app. Using the smart devices’ camera features, children can learn to read a person’s mood, remember faces and take photos while displaying a range of emotions. After 8 weeks of testing, it turned out that 60% of the tested children showed improvement in making eye contact and identifying emotional expressions.
Wain Choi, Vice President & Global Executive Director of Cheil Worldwide (right), was excited by the wins: “Two Gold Pencils and a Merit at the One Show for ‘Look at Me’ are a welcome landmark in the Cheil journey. In particular, because the technology served a real human purpose that went beyond just advertising product features. ‘Look at me’ continues to bring people closer together, and the team are privileged and humbled to have worked with some truly incredible families who helped bring this meaningful innovation to life.”
See the complete list of winners here: 2015-OneShow-Pencils.pdf
Read the One Show results overview here.