cannes-lions-international-festival-of-creativity logo Cannes Lions International Festival of Creativity

Cannes Lions International Festival of Creativity

Creative Award
London, United Kingdom
Samsung - "Blind Cap" by Cannes Lions International Festival of Creativity 2016

Filter results by

TitleBlind Cap
BriefAs an official sponsor of the Olympic Games, Samsung endeavoured to modernise Paralympic swimming. In the 56 years since visually impaired swimmers entered the Games, one thing has remained the same: coaches are obligated to tap competitors with a stick to signal that they are approaching the wall. But in the 2020 Games, this will be a thing of the past. A new application sends a vibration alert from the coach’s mobile or wearable device directly to the swimmer’s cap. And just like that, the “tap” is eliminated. When blind swimmers compete in the paralympics, assistants on the poolside have to tap them with sticks to warn them that they’ve reached the end of their lane. As an official sponsor of the Games, Samsung came up with a solution. The “blind cap” incorporates a sensor that vibrates when it’s time to turn. The sensor is triggered via a smart watch worn by the swimmer’s coach, who simply presses a button at the right moment. Wireless technology eliminates the tap and makes life easier (and more elegant) for blind swimmers.
Agency
Campaign Blind Cap
Advertiser Samsung
Brand Samsung

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Digital
Length
Chief Creative Officer M....lm P....on Subscribers Only
Executive Creative Director B...o C...a Subscribers Only
Chief Creative Officer M....lm P....on Subscribers Only

More ads from Cheil España

3226 Callao Domination

Callao Domination

BRAND:
Samsung Galaxy S9
AGENCY:
Cheil España