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Digi and Naga DDB Tribal transform football for the visually-impaired through Footbraille

Digi has decided to shine the spotlight on Footbraille in its Merdeka Day video, featuring members of the National Blind Football team experiencing the 1980 Olympic qualifying game which had everyone on the edge of their seats, with Malaysia eventually beating South Korea 2-1.

The film also showcases Coach Sunny, head coach of the National Blind Football team, who leads a group of footballers to play the game of Footbraille. In the video, Coach Sunny leads the players to their seats and help them get a feel of the device set before them.

The campaign was done in collaboration with Naga DDB Tribal, Mojo Films and Expedio Designs. According to the press statement, Barney Chuan of Mojo Films helped birth the idea while Ang Tee Chian of Expedio Designs was a key player in all things tech.

As Coach Sunny narrates the game to the video that is played, the three footballers feel the “ball” moving across the “field” beneath their fingers. The movement of the ball is pre-tracked and fed to a tablet that controls the “ball” in real time on the little patch of green beneath their hands. This way, the blind get to experience a recorded football match, and soon, even a live one.

Bernard Lee, Digi’s head of marketing services said at Digi, it constantly looks for new ways that technology can help connect people to what truly matters to them and help build meaningful connections. And with this breakthrough technology, all Malaysians should have equal opportunity to benefit from the power of internet and technology.

Meanwhile, Alvin Teoh, Naga DDB Tribal’s ECD, said it has always been dreaming of ideas for brands that go beyond marketing, and have an impact on society.

“Whether in the form of a film, a project, through technology, or a mash-up of everything, the aim is to harness the power of ideas and creativity to create something that people will care about. And to think that this idea happened over a random conversation at a mamak stalls is just so surreal,” he adds.

Chua added that football is a great unifier, saying that those who had experienced the euphoria back then are keen to share that feeling and experience with other football fans, even those who weren’t born back then, and those who don’t have the ability to a game live.

“Thanks to the technology that we have today, we managed to make that wish come true. And by doing so, prove that football and tech can come together to make a nation stronger,” Chua said.

Campaign credits:
Executive Creative Director : Alvin Teoh
Deputy Executive Creative Director : Paul Lim
Creative Director : Ellison Fernandez
Creative Group Head : Shireen Ang
Copywriter : Audrey Wong & Izzul Iqram
Art Director : Yeo Lee Kee
Business Unit Head : Kevin Teh
Associate Brand Director : Ong Ee May
Project Manager : Elizabeth Anita
AV Producer : Stephanie Ooi
Film Director : Barney Chua
Assistant Director : Zekry Mazlan
Director of Photography : Jeerasak Intasa
Producer : Stephanie Ng Yu Lin
Post Production : Mecanicca EFX Post
Audio Production : Teoh Eng Hooi
Editor : Faiz izal
Technical Director : Ang Tee Chian

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