Thai Samsung Electronics / Thai Association of The Blind - "Touchable Ink" by ANDY Awards 2017
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Thai Samsung Electronics / Thai Association of The Blind - "Touchable Ink"
This ad is part of the ACT Responsible Collection
- Brand: Thai Samsung Electronics / Thai Association of The Blind
- Country: Thailand
- Advertiser: Samsung
| Title | Touchable Ink |
| Brief | Touchable Ink is the world’s first printing ink invented exclusively for the blind. It turns normal laser printers into braille-embossing devices and ensures that blind people can print documents easily at home. Simply load the ink into the printer, print a document, and heat it up with a hair dryer or in the microwave. The printed dots turn into raised braille. A transformative invention given the expense of braille printers and the relative rarity of books in braille. |
| Agency | J. Walter Thompson Bangkok |
| Campaign | Touchable Ink |
| Advertiser | Samsung |
| Brand | Thai Samsung Electronics / Thai Association of The Blind |
| Posted | April 2017 |
| Story | Nowaday, many different kinds of technology have been innovated to help blind people to visualize the world, from mobile app, virtual pencil, watch to glasses. However, these technologies have limitation to provide simple requirement they truly want – to be able to read by themselves with their fingers. Only basic device that allow them to do is the ‘braille embosser’ and print on special paper to produce braille text based document but it’s incredibly expensive and limited to access. Therefore, is there any possibility to commoditize the braille embosser so the blind people can simply afford and access to? Samsung, as developed and have come up with “touchable ink” by adding embossing powder to the laser printing ink through chemical process. Simply replace the touchable ink to the current carridge, change the selected document to braille font type, print out and heat it with normal household heating devices like microwave or hair dryer. This special link will dilate and give an embossed effect, just like it’s printed out from the braille embosser and allow the blind people to be able to read by their fingers. |
| Media Type | Others |
| Length | |
| AI Description | The advertisement introduces the concept of 'Touchable Ink', a groundbreaking technology by Samsung in collaboration with the Thai Association of the Blind. The ad opens with various shots of visually impaired individuals who express the challenges of accessing Braille materials. It emphasizes the high cost and limited availability of Braille printers. In contrast, the Touch Ink innovation is showcased as an affordable solution, allowing standard printers to convert documents into Braille using a special ink. Demonstrations reveal the process: loading the unique ink into a regular cartridge, selecting Braille as the font, printing, and using everyday heating appliances to create raised dots on paper. These raised dots can be read by touch, providing an empowering solution for the visually impaired. The ad ends with personal stories of how this accessibility changes lives, fostering independence and self-reliance among the blind, and concluding with positive testimonials from users and collaborators. |
| Chief Creative Officer | Satit Jantawiwat |
| Creative Director | Supachai Toemtechatpong |
| Associate Creative Director | Nopharit Dusadeedumkoeng |
| Art Director | Charnpanu Suchaxaya |
| Director | Pen-Ek Ratanaruang |
| Production Company | The Film Factory Ltd. |
| Director of Digital | Hansa Wongsiripitack |
| Communication | Prin Thanapisitikul |
| Graphic Designer | Pichet Rujivararat |
| Digital Technology Manager | Ronnatouch Pomee |
| Project Manager | Oat Phonpat |
| PR | Contract Advertising |
| PR Executive | Pinjavee Rienmora |
| Brand Team Leader | Pakrudee Yongsuvimol |
| Account Director | Bhasit Pattanapan |