Samsung’s Touching Autism Campaign Wins Cannes Gold Lion Award

Acampaign by South Korean creative firm Cheil Worldwide and it’s parent company Samsung that introduces a smartphone app to help autistic children connect emotionally with family members was awarded the Gold Lion at Cannes yesterday in the Cyber category.

The ad which introduces the “Look at Me” app, also won two gold, one silver, three bronze and three extra medals at the 42nd-Annual One Show Awards last month in New York.

Addressing the challenges faced by parents of autistic children

The “Look At Me” app was designed to help autistic children feel more comfortable making eye contact.


The research team conducted clinical trials with 20 children for eight weeks, and claim that 60 percent of kids tested showed improvement in making eye contact during conversation.

The “Look At Me” app was designed to help autistic children feel more comfortable making eye contact.

In the three-minute short, we meet a mother and her 11-year-old son Jong-Hyun, who trained with the “Look At Me” app during an eight week trial run. By the end, the timid boy completely opens up. (Cue the heart strings.)

“It’s been a while since we’ve tried to deliver a message beyond product features,” said Wain Choi, vice-president and global executive director at Cheil Worldwide.


“And this one, in particular, was more about human truth and less about products. The ‘Look at Me’ application is truly a technology that touches our lives in a meaningful way. Imagine an innovation that brings loved ones together.”


Director: Sean Yoo
Assistant director: Wooyoung Nam
Executive producer: Kyungsic Park
Producer: Hyukjun Lee
Director of photography: Hanvit Kang
ECD: Wain Choi
CD: Kevin Pereira
ACD: Jax Jung
Art direction: Joohee Lee, Seeun Kim
Copywriter: Songha Lee, Adrian Sim
Account manager: Andy Sungkyoon Wang, Diane DY Lee
Project manager: Chris Seongwook Kim

The Look at Me App is available on Google Play.

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