Every year in Argentina, around 3,000 people are registered on the waiting list for a corneal transplant. The problem is that the lack of donors makes it impossible to transplant everyone who needs it. That is why we campaigned to generate a paradigm shift and empathize with each other.
Through Your Eyes
A unique mobile experience to inspire corneal transplant donations
Client
- Sony Music
Office
- Argentina
From the agency's perspective, our approach was to demonstrate collaboration and empathy creatively, so we developed an interactive tool that only works with the help of another person. In this way, we tried to allow people to have the viewpoint of those suffering from this problem for just a few minutes.
Dany Minaker & Patán Tarazaga
Deputy Chief Creative Officers - VML LATAM
INCUCAI, Argentina's best-known NGO for organ donation, needed to raise awareness of the difficulty faced by those awaiting a corneal transplant and the importance of donating.
How could they compel donors to sign up?
When famous Argentine musician Dante Spinetta releases a video, everybody wants to see it. What if we could use that event as a way for people to experience what life is like for someone who needs a cornea transplant and can’t see his videos? Our idea would introduce collaboration and empathy for those who suffer from the problem.
With INCUCAI, Sony Music Argentina, and Dante Spinetta, we collaborated on a video that can be seen only on mobile devices when it’s aimed directly at another person’s eyes – if not, the video’s images are blurred with saturated colors and shadows. We developed the technology in collaboration with Tokyyto, who designed exclusive Instagram filters for people to upload their stories using visual adaptations.
We generated exclusive pieces for cinema, radio, Spotify, and live events along with the video. More than 140,000 people have participated in the experience, generating more than 4,000 new donors.
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Awards
2021 Cannes Lions
Artist as a Brand or Cause Ambassador, Entertainment for Music
Silver Lion
Más Digital
Creativity: Integrated Digital Campaign
Gold
Más Digital
Creativity: Innovation
Gold
Más Digital
Development/Craft: Usability
Gold
Más Digital
Development/Craft: Technology
Silver
El Lápiz
Direct and Interactive Marketing
Gold
El Ojo de Iberoamérica
Digital & Social
Grand Prix
El Ojo de Iberoamérica
Experience & Brand
Silver
El Ojo de Iberoamérica
Sustainable - Health
Silver
El Ojo de Iberoamérica
Activations Promo & PR-AP05. Direct
Bronze
Diente
IT15. Digital Campaign
Gold
Diente
Interactive Craft-CI02. Use of Technology
Gold
Diente
IT01. Sites
Silver
Diente
Craft INT.CI03. User/UX experience
Silver
Diente
Design-DI04. Digital
Silver
Diente
Craft TV and Other Screens - CT14. Interactive
Silver
Diente
OP03. Interactive Films
Silver
Diente
IN01. Integral
Bronze
Effie Argentina
Positive Change / Non-profit Entities
Gold
Effie Argentina
Interactive
Silver
Epica
Responsability
Grand Prix
Epica
Mobile Sites & App
Gold
Obrar
N/A
Gold
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