Cannes Lions

Mother's First Song: The Voice Restoration Technology

THE CREAM UNION, Seoul / AIA / 2016

Case Film
Supporting Images

Overview

Entries

Credits

Overview

Description

We first received voice donations from regular people through various participatory channels such as the company’s Facebook page, mobile app, and an audio recording system so as to restore her voice. We then found a sound engineer as well as an otolaryngologist to help provide vocal training as well as finding and selecting one final contestant who has the most similar vocal and facial structure to the mother’s. After the selection we made the interactive sign language device. It restores the mother’s voice by having her employing sign language movements. We trained her hand movements and developed a vocal library to match with the device’s motion sensing system.

Execution

The Process of Making the First Voice Device

(The world’s first interactive sign language device for those with speech and hearing disabilities)

-Collected 10,017 vocal donations through mobile app, Facebook event page, various mediums.

-After MRI comparisons of their vocal cord structures one final candidate was chosen.

-We recorded consonants and vowels from the chosen contributor's voice.

-Constructed a vocal library for voice restoration by using the voice of one final contestant

-Trained mother in mastering of motion sensing technology to help convert sign language movements into an audible voice.

-Completed development and design of “The First Voice”, an interactive sign language audio device

Outcome

The miracle and emotion brought about by approximately 10,017 users who contributed their voices spread all over the internet. A total of over 12.6 million unique views have been recorded on Youtube and Facebook alone, and the campaign has been covered on various broadcast channels and PR sites such as Fuji TV, PR Week, Campaign Asia, Branding in Asia, etc. With the impact of this campaign, top-of-mind awareness increased to 89% and brand awareness 14%.

The most important news of all however is that we are now getting ready to commercialize this sign language device to help those with speech and hearing impediments communicate with their loved ones.

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