Armando Flores
Executive Creative Director at Grey New York
New York, United States
TitleAccess Codes
Agency
Campaign Access Codes
Advertiser Haleon
Brand Haleon
Date of First Broadcast/Publication 2022 / 10
Business Sector OTC Medicines (Pain Relievers, Cold & Flu, ...)
Story We came up with an innovative way to make everyday healthcare more inclusive for those with trouble reading and seeing, and ensure that everyone has equal access to the safety information on Haleon product labels. By reimagining the power of barcodes, we were able to instantly make every existing Haleon product pack accessible without the need to redesign and redistribute product. We accomplished this through a collaboration with Microsoft's Seeing AI, where we enhanced the functionality of the app’s barcode scanner. Previously the barcode scanner activated a voice to read the product name and price. We worked with Microsoft to program all the safety warnings, instructions, ingredients, and other important text from each individual Haleon product label into the barcode—creating Access Codes the world’s first barcodes that speak all the important information from our labels aloud.
Media Type Case Study
Length
Market United Kingdom
Creative Agency
Worldwide Chief Creative Officer
Chief Creative Officer
Global Account Director
Clients Director
Project Manager
Executive Creative Director
Executive Creative Director
Group Creative Director
Associate Creative Director
Associate Creative Director
Associate Creative Director
Executive Client Lead
Head of Strategy
Global Head of Inclusion Design
Advertiser's Supervisor

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