TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Touching
Academy Award-winning director Chris Overton (known for The Silent Child movie) creates this heart touching film for Huawei. The Huawei Christmas commercial promotes StorySign, an app powered by Huawei AI that reads selected children’s books and translates them into sign language.
We saw two years ago another good work from the advertising agency FCB Inferno.
The marketing story is “There are approximately 32 million deaf children globally and many struggles to learn to read, often due to a lack of resources bridging sign language and reading. Huawei believes that technology can help to open the world of books to deaf children and their families.
StorySign can be downloaded for free from Google Play Store and the Huawei AppGallery. The app is currently available in 10 different sign languages and launches with one classic children’s book from Penguin Random House in each language, with more on the way.
Story Sign was developed in partnership with the European Union of the Deaf and the British Deaf Association to ensure it is a genuinely useful tool, as well as to raise awareness of deaf literacy and to inspire people and organisations to get involved by supporting their local deaf charity.
All money raised through donations will support deaf literacy projects across Europe, including creating more books to go into the StorySign app.
Deaf children can struggle to learn to read due to not being able to hear their parents read them a bedtime story or a teacher repeating sentences – all key milestones for a hearing child at the crucial early learning stages. What’s more, Sign has no written form as there is no direct English word-for-word translation, which poses a huge challenge to deaf children when learning to read. See how StorySign, powered by Huawei AI technology is helping to change this.
Right now, millions of deaf children are struggling to enjoy the wonderful world of books. By making a donation to our charity partners, you will help support deaf literacy programmes including the future development of StorySign.”
Credits
Chief marketing officer WEU Andrew Garrihy
Marketing director WEU Avikar Jolly
Campaign director WEU Louise Forbes
Agency FCB Inferno
Creative director Martin McAllister
Managing partner Hollie Loxley
Senior agency producer Alison Cooper
Senior copywriter Ben Usher
Senior art director Rob Farren
Head of strategy Chris Baker
Business director Joe Pirrie
Account director Hannah Thorn
Communications and partnerships director CC Clark
Senior producer Bridie Scriven
Junior product manager Livvy Tidd
Head of digital delivery Mike Jenkins
Creative production company Dog Eat Dog
EPs Mark O’Sullivan Harvey Ascott
Director Chris Overton
DOP Dan Holland
Editor Stephen Dunne tenthree
Post Alec Eves UNIT
Grade Denny Cooper UNIT
Music Mcasso Music
Composer Richard Atkinson
Audio Jamie Thomas UNIT
App development production company Aardman
Interactive creative director Neil Pymer
Senior interactive producer Hannah Jones
Technical director Mark Burvill
Developer Russ Morris
Charity partners British Deaf Association European Union of the Deaf
Executive director, British Deaf Association Damian Barry
Executive director, European Union of the Deaf Mark Wheatley
