Ogilvy Shanghai creates ‘Voice Doodler’, turning imaginations into animations for kids in lockdown for Wyeth Illuma

Ogilvy Shanghai, in collaboration with Wyeth’s premium infant formula brand Illuma, launched the “Voice Doodler”, a one-of-a-kind mobile experience on WeChat that lets parents and children create their own digital storybooks using nothing but their voice.

With schools closed indefinitely due to COVID-19, the need for early childhood education digital resources has never been greater. It’s driving parents to search for new and more innovative ways to entertain and stimulate their kids’ growing minds, and as a partner of parents, Wyeth Nutrition China knew this was the perfect time to help.

At the touch of a button, users can narrate their stories and see their words transformed into animated illustrations in real-time. Using a combination of speech recognition technology and machine learning, the “Voice Doodler” enables a revolutionary and personalized storytelling experience, and a whole new way to help children nurture their imagination and unleash their inner talent. The stories are also sharable – giving families separated by lockdowns and travel bans a whole new way to connect during this difficult time.

Reed Collins, Chief Creative Officer of Ogilvy Asia, said: “I am absolutely thrilled to see how this project has come to life under such circumstances. While the ‘Voice Doodler’ platform was developed under the cloud of COVID-19 it is an idea that has a very bright future just like the children it was built for. Truly reinforcing Wyeth Illuma’s belief that every child is born with unlimited potential.”

“The “Voice Doodler” offers a glimpse into the direction that the creative industry is heading, as we enter the new normal. Weeks of isolation have injected a sense of togetherness in our communities and considerably strengthened family bonds, but at the same time left people hungry for new experiences and activities just like this,” commented Yong Yuan, President of Ogilvy Shanghai.

“We are proud to work with our long-lasting partner Wyeth to provide a solution with tangible value for parents and children during these uncertain times. By leveraging the integration of creativity and technology, the campaign elevates the traditional early childhood learning experience to a new level and treads a new path for innovation in storytelling. At Ogilvy, we look forward to helping clients navigate the post-pandemic world and producing similar tech-enabled digital solutions that promote at-home activities, supporting consumers in meaningful ways – whether it’s promoting global optimism, or simply helping give parents a break.” Said Yuan.

VIEW THE CONCEPT