Huawei's StorySign app will help deaf children learn to read

Campaign by FCB includes an ad starring 'Silent Child' actor Maisie Sly

Published On
Dec 11, 2018

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Chinese tech giant Huawei has had a terrible year, punctuated by the recent high-profile arrest of its CFO in Canada--an event that highlights concerns about how the company's products may pose a security threat to its users. 

But marketing-wise, Huawei has been trying to highlight the good its products can do for people, most recently, with a new effort designed to help deaf children to read. The company recently debuted StorySign, an app that translates words into sign language. It worked with agency FCB Inferno, animation company Aardman, publishing partner Penguin and local charities affiliated with the European Union of the Deaf to debut the effort, which will be available to download free in 10 markets across Europe. 

At launch, StorySign features children’s book "Where’s Spot." Users simply hold their phone up to the words on the page and an avatar, Star, designed by Aardman, signs the story as the printed words are highlighted. The idea is to help parents and children to learn to read together, and at their own pace.

FCB Inferno conceived the app as well as a marketing campaign, including a launch ad seen here. Directed by Chris Overton, who helmed Oscar-winning short film "The Silent Child" and starring Maisie Sly, the seven-year-old deaf actor who appeared in that film, it's a Christmas story about a deaf child struggling to read with her family, but finally learns to love it when she meets Santa one night. "We actually said we’d love to see Maisie in a Christmas film this year - so it’s amazing that it’s happened and that we were all together again,” says  Overton.

 

Credits

Date
Dec 11, 2018
Client:
Huawei
Agency:
FCB Inferno-London
Chief Marketing Officer:
Andrew Garrihy
Marketing Director:
Avikar Jolly
Campaign Director:
Louise Forbes
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
Executive Producer:
Mark O’Sullivan
Executive Producer:
Harvey Ascott
Director:
Chris Overton
Director of Photography:
Dan Holland
Editor:
Stephen Dunne
Edit Company:
Tenthree
Post:
Alec Eves
Post:
Unit
Grade:
Denny Cooper
Grade:
Unit
Music:
Mcasso
Composer:
Richard Atkinson
Audio:
Jamie Thomas
Audio:
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
Creative Director:
Martin McAllister
Managing Partner:
Hollie Loxley
Senior Agency Producer:
Alison Cooper
Senior Copywriter:
Ben Usher
Senior Art Director:
Rob Farren
Business Director:
Joe Pirrie
Account Director:
Hannah Thorn
Communications and Partnerships Director:
CC Clark
Senior Project Manager:
Bridie Scriven
Junior Product Manager:
Livvy Tidd
Head of Digital Delivery:
Mike Jenkins
Senior Digital Designer:
Becci Salmon
Head of Strategy:
Chris Baker
Account Manager:
Holly Holder
Directors Consultant:
Rachel Shenton
Art Director:
Benedict Lack
Art Director:
Samuel Waters
Stylist:
Nina Sobers
Post:
Jake Saunders
Hero girl ‘Mia’:
Maisie Sly
Father Christmas:
Paul Maguire
Mother:
Mia Austen
Father:
James Teal
Head of Interactive Production:
Lorna Probert
Group Creative Director:
Dan Efergan
Interactive Creative Director:
Neil Pymer
Senior Interactive Producer:
Hannah Jones
Technical Director:
Mark Burvill
Developer:
Russ Morris
Developer:
Corin Wilkins
Designer:
Sarah Matthews
Production Assistant:
Ashley Cornes
QA Manager:
Lillie Simpson-Little
Motion Capture & Post Production:
Centroid
Translators & Interpreters:
Comtec
Character Designer:
Simone Giampaolo
CGI Coordinator:
Emily Stone
CG Artist:
Ben Toogood
CG Artist:
Nathan Guttridge
CG Artist:
David Klein
CG Artist:
Lasse Braendgaard
CG Artist:
Signe Tveitan
Animator:
Eva Bennett
Lighter:
Andy Lavery
Compositor:
Jeffrey Dillon
Compositor:
Paule Quinton
Compositor:
William Fullagar
Sound:
Ed Hipkins
Executive Director, British Deaf Association:
Damian Barry
Research and policy coordinator, British Deaf Association:
Aine Jackson
Executive Director, European Union of the Deaf:
Mark Wheatley

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