Innovation ≠ Technology

We live in an era dominated by technology. It pursues convenience, helps solve problems, and has become increasingly indispensable in our lives. But when facing challenges, must we always rely on technology?

I focused on the fact that "gastrointestinal illnesses caused by norovirus can be prevented by washing hands with soap."

Norovirus is troublesome because it spreads in the blink of an eye. It spreads through handling food with infected hands or contact with a patient's feces or vomit, causing symptoms like stomach pain and nausea, and in the worst cases, death.

According to the U.S. Centers for Disease Control and Prevention (CDC), norovirus causes about one-fifth of all acute gastroenteritis cases, with children and the elderly being particularly susceptible. Globally, 685 million cases have been reported to date, resulting in approximately 200,000 deaths annually.

Alcohol-based sanitizers cannot kill it. There is still no vaccine. However, simply washing hands with soap for 20 seconds is highly effective in preventing infection. For example, singing "Happy Birthday to You" a bit slowly takes about 20 seconds. Medical experts recommend that this alone can reduce the risk of infection by 90%.

I decided to tackle this challenge with my colleagues at work. The key points are the following two:

(1) What does 20 seconds actually feel like?
(2) What's the simplest way to experience 20 seconds?

We collaborated with a Thai organic skincare brand client to develop the "Clean Light Hand Soap" (pictured). It incorporates a light-emitting component embedded in the soap; a light tap causes it to start flashing. The simple mechanism is that it glows for the full 20 seconds of handwashing, serving as a timer.

We produced 1,500 units, which sold out within a week. The owner appeared on a TV program, and numerous websites featured it, generating tremendous PR impact. It also won several international advertising awards. However, I believe the greatest achievement was spreading the habit of washing hands with soap for 20 seconds to protect health.

Clean Light Hand Soap is a "creative innovation" that doesn't rely on cutting-edge technology. It's simple, yet remarkably unique.

The conclusion my team and I reached is this:

Innovation ≠ Technology
Creative Innovation = Simplicity × Creativity

Clean Light Hand Soap comes in four colors total.

(Supervised by: Dentsu Inc. Global Business Center)