While other organs experience wear and tear, your cornea remains chipper at no matter what age you quit this world. So it’s an ideal candidate for donation. In Argentina, as in other countries, there’s a long waiting list for corneal transplants and too few donors. To raise awareness of the issue, organ donation charity INCUCAI and Sony Music (abetted by Wunderman Thompson Buenos Aires) created a very special video with one of the country’s most popular musicians. At first the music video appeared blurry, but when viewers pointed their mobile’s camera at another person’s eyes, it suddenly jumped into focus. Thus cleverly demonstrating the necessary of “donating” vision to those in need. The campaign won the Responsibility Grand Prix in December’s Epica Awards. |
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Titolo | Through your eyes |
Brief | Every year in Argentina around 3,000 people are registered on the waiting list for a corneal transplant. That is because there are several pathologies that can affect the cornea, and cause loss of vision. The problem is that the lack of donors makes it impossible to transplant everyone who needs it. That is why we made a campaign to generate a paradigm shift and to empathize with the other."Through your eyes" is a campaign to make people experience in the shoes of someone who needs a corneal transplant. We created a music video that could only be seen with the help of someone else's eyes. We developed a website that only plays the video if you are pointing your mobile camera at someone else's eyes. In that way, conceptually, they were donating you their eyes so you can see it. |
Agenzia | VML (formerly WT) |
Campagna | Through Your Eyes |
Cliente | INCUCAI |
Marca | INCUCAI x Sony Music |
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Posted | Dicembre 2020 |
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