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7:1 Furniture Collection

7:1 Furniture Collection | HomePro | BBDO
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basics
Industry: House, Garden & Pets
Media:Design & Branding
Style: Minimalism
descriptioncnen
Background

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 poses 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.

The brief : How can HomePro, as a professional home solution brand, improve the home life experience for the visually-impaired through our products?

Describe the creative idea (40% of vote)

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. The idea is to create the furniture that's made to be seen by vision-impaired people while still appealing to people with normal vision.

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.

Describe the execution (40% of vote)

7:1 Furniture 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 a content or object visible at Level AAA standard (a 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 aesthetically appeal to people with normal vision, allowing everyone at home to fully live. The furniture is affordable for everyone.

List the results (20% of vote)

The 7:1 Furniture collection meets both functional benefits and aesthetic value while providing a better homelife experience for the first time to vision-impaired people. The furniture provides not only a clearer vision but also reduce the household accidents caused by vision impairment. The furniture collection strengthens HomePro's mission for a professional home solution.

- 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
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Bronze Design
Consumer Technology & Homeware
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Consumer Durables
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