Finalist
Pharma & Medical
Branded: Devices and Diagnostics
| Entrant: | TBWA\Hakuhodo Inc., Tokyo |
| Brand: | Smart Eye Camera |
| Title: | "Smart Eye Camera" |
| Corporate Name of Client: | OUI Inc. |
| Client Company: | OUI Inc., Tokyo |
| Client CEO: | Eisuke Shimizu |
| Client Managing Director: | Shintaro Nakayama |
| Agency: | TBWA\Hakuhodo Inc., Tokyo |
| Agency Chief Creative Officer: | Takahiro Hosoda |
| Agency Creative Director - Copy: | Shohei Hashimoto |
| Agency Creative Director - Art: | Yasunobu Hideshima |
| Agency Motion Graphic Designer: | Kiyotaka Sumiyoshi |
| Agency Producer: | Takeshi Ikoma |
| Agency Editor: | Nobuo Mita |
| Agency Director: | Nobuyuki Yamatsu |
| Agency Technical Director: | Eiki Kurokawa |
| Agency Account Executive: | Toshiatsu Kobayashi |
| Production Company: | amana |
| Production Company Director: | Kota Watanabe |
| Production Companies Producer(s): | Kenji Hashimoto/Kota Takao |
| Music Production Company: | Black Cat White Cat Music |
| Music Production Producer: | Seiya Matsumiya |
| Design Company: | Taki Corporation |
| Design Companies Designer(s): | Ayumi Matsumura/Chihiro Ogawa |
| Photography Studio: | amana, Tokyo |
| Photographer: | Akane |
Cultural Context:
More than half of these patients are blinded by preventable, treatable conditions due to lack of access to adequate eye care.
For example, in emerging countries, the number of ophthalmologists is often very low compared to the local population.
(Mozambique: 30 ophthalmologists for a population of approximately 30 million. Malawi: 14 ophthalmologists for a population of approximately 18 million.)
In areas where there are no nearby ophthalmologists, patients must travel for hours along routes with underdeveloped transport networks to get to a hospital. Yes, ophthalmologists were too far away for them.
An ophthalmologist who witnessed the problems of eye care in developing countries started the company of Japanese startup called OUI Inc.
As practicing ophthalmologists, they have come across problems in their medical practice in developing countries, and in order to solve these problems.
They developed from scratch the "Smart Eye Camera," an attachment that enables eye care to be performed using just a smartphone.
The agency partnered with OUI Inc. in the process of spreading the Smart Eye Camera around the world. The agency reviewed the design and UX together with OUI Inc.
This made the product easy for anyone to use and led to its popularity around the world. And this collaboration is ongoing.
More than half of these patients are blinded by preventable, treatable conditions due to lack of access to adequate eye care.
For example, in emerging countries, the number of ophthalmologists is often very low compared to the local population.
(Mozambique: 30 ophthalmologists for a population of approximately 30 million. Malawi: 14 ophthalmologists for a population of approximately 18 million.)
In areas where there are no nearby ophthalmologists, patients must travel for hours along routes with underdeveloped transport networks to get to a hospital.
Yes, ophthalmologists were too far away for them.
That is, although there are no ophthalmologists available to patients, there are doctors.
What if those doctors could become ophthalmologists? Could the global shortage of ophthalmologists be resolved? What we developed is the Smart Eye Camera.
It is an attachment that allows you to easily undergo eye examinations simply by attaching it to your smartphone. Converts LED light into diagnostic light to photograph patient's eyes.
This enables in-depth examinations, such as cataract screening and early detection of diseases, without having to travel to a distant hospital.
In order to popularize this product, we reviewed the design and UI and improved it so that anyone can use it easily. In other words, it turned pediatricians, dentists, and all other doctors into ophthalmologists.
It is a product that will shed light on ophthalmology through the power of innovation and design.
Innovative Points of the Smart Eye Camera
(The average price for a slit lamp microscope is $40,000.) On the other hand, it allows for detailed examinations equivalent to those achieved with full-scale medical equipment, capable of testing for diseases such as cataracts.
This makes it easy for non-ophthalmologists around the world, even those who speak different languages, to conduct eye examinations.
Thanks to its low price and the depth of its diagnostic capabilities, the Smart Eye Camera has achieved global adoption that similar products have never been able to achieve.