DDB Singapore takes home two Gold Lions in Direct for Starhub Mobile's "Third Eye"

Third Eye.jpgDDB Group Singapore has scooped up two of the 13 Gold Lions awarded in the Direct category at tonight's gala awards show in Cannes.

The agency's "Third Eye" campaign for Starhub Mobile picked up both Golds.

Cheil Worldwide Korea picked up a Silver for Samsung Life Insurance "Bridge of Life". Bronze Lions went to O&M Hong Kong, DDB Mudra Mumbai and Proximity Beijing.

Download the winners list: Direct Winners - CL2013-1.xls

O&M Hong Kong's lion was for "Shop Elsewhere Hong Kong". DDB Mudra won for AARAMBH "Help Desk" and Proximity Beijing picked up for Volkswagen "Building the People's Car".

7 Comments

Fredo said:

What is the jury thinking giving third eye gold lions? It's so obvious that blind people can't and don't use touchscreen smartphones. The idea is nice but it just does not work in the real world. Just on a case study video. (BTW, didn't Grey Singapore do something exactly the same this year...ouch)

Blind Sided said:

Is there an app that tells the blind how to use touchscreen phones? Great case film though. Totally blindsided the juries at cannes.

Marc said:

yeah, there's an app that tells blind people how to use smartphones, but they can't find it.

that wasn't meant to be cruel, just sort of obvious. can't believe this got past the shortlist.

maybe or maybe not said:

yeah, maybe the jury is wrong. and yeah, maybe apple is wrong too when they designed their iphones with accessibility features. or maybe you guys should just read more and talk less. google and youtube are your friends, go learn something new today.

i'm not even from ddb, just can't stand ignorance - correction, can't stand self-righteous ignorance.

sarah said:

@marc @ blind sided You didn't mean for your comments to be cruel, but they are. Visually handicapped folks can use smartphones just like anyone else. It's called voice feedback. I know because my sister is visually handicapped, who do you know is visually handicapped? Your joke is in bad taste, and it's because of discrimination like that the visually handicapped will continue to be viewed and perceived to be handicapped.

Louise said:

Yes, the vision impaired do indeed use smartphones, due to accessibility features. My vision impaired cousin is an Android user herself. So releasing an app like this on this platform makes perfect sense.

The problem isn't so much the platform, but the app itself. Maybe I'm not understanding this app properly, but how would the user know what to take a picture of? "3 degrees to your left, I need to read the road sign. No that's five degrees. Too much!" Also, which reply would he trust, if indeed there are 3 replies within the first 20 seconds?

Take the orange scenario for instance. Never mind that the app couldn't get him to the supermarket, and the aisle. I can imagine the conversation going something like this:
Reply 1: "The 4th orange looks fresh."
Reply 2: "The 5th orange looks fresh."
Reply 1: No, that's the fifth orange.
Reply 2: Yes, that's the orange. It's beside the picture of the orange you took.
Reply 1: No, that's not the right orange. It's to your left.
Reply 2: No, it's to your right.
Reply 1: No, your other left.
Reply 3: "The 3rd orange is the fresh one."

Assuming that only 2-3 people replied. And bearing in mind, for privacy reasons, he wouldn't be able to discern who sent which reply. The VoiceOver/Talkback accessibility feature would make all the replies sound like it's coming from the same person.

He would've been better off getting help from the person who navigated him to the aisle in the first place.

With such a gaping flaw, I'm not too sure it deserves a gold.

Fredo said:

Im an idiot but I think Louise nailed it.

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