Area 23 worked with software firm Wavio to create See Sound, a device that notifies hearing-impaired users of household sounds like fire alarms or children crying by sending notifications to their smartphone. The system was 'taught' how to identify specific sounds by analyzing millions of samples available on YouTube. "It was a full commitment that they worked together on this project since the beginning,” says Bill Yom, Cannes Lions jury lead and global creative director at Cheil Worldwide. "It sends a message to the industry that you have to collaborate to create something for innovation. [This is the] way you have to [work] to create something outstanding for this award and help people."

Smart home devices are becoming increasingly common as people seek assistance with everyday tasks. They hold significant potential to help people with disabilities – with around a billion people are in need of assistive products, yet only one in ten able to access them. Wavio’s device is a welcome addition to the assisted home living market, which aims to help people live more fulfilling and independent lives. As elderly citizens are choosing to live in their homes for longer, Cox Communications designed a smart home especially for seniors, assisting them with routine chores while also improving their quality of life.

Luana Sambell is a Junior Behavioural Analyst at Canvas8. She holds a degree in Commerce and an MSc in Consumer Behaviour. She’s passionate about cultural trends and retail innovations. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.