INCUCAI, Argentina's best-known NGO for organ donation, needed to raise awareness of the difficulty faced by those awaiting a corneal transplant and of the importance of donating.
How could they compel donors to sign up?
Through Your Eyes
Challenge
Inspiration
When popular 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.
Idea
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 the exclusive Instagram filters for people to upload their stories using visual adaptations.
Growth
Along with the video, we generated exclusive pieces for cinema, radio, Spotify and live events. More than 140,000 people have taken part 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
Effie Argentina
Interactive
Shortlist
Effie Argentina
Positive Change - Non-profit entities.
Shortlist
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 Lapiz
Direct and Interactive Marketing
Gold
El Ojo
Digital & Social
GP
El Ojo
Experience & Brand- Experiences and activations on digital and social platforms
Silver
El Ojo
Sustainable-Health
Silver
El Ojo
Activations promo & pr-ap05. direct
Bronze
El Ojo
Creative Women
Shortlist
El Ojo
El Ojo Best local idea- Argentina
Shortlist
Diente
Op03. interactive films
Silver
Diente
Craft tv and other screens - ct14. interactive
Silver
Diente
Design-di04. digital
Silver
Diente
IT01. SITES
Silver
Diente
It15. digital campaign
Gold
Diente
interactive craft-ci02. use of technology
Gold
Diente
Craft int. ci03. user / ux experience
Silver
Diente
Activations promo & pr-ap05. direct
Mention
Diente
IN01. INTEGRAL
Bronze
Effie Argentina
Interactive
Silver
Effie Argentina
Positive Change - Non-profit entities.
Gold
Epica
Responsability de Epica Awards
GP
Epica
Mobile Sites & app
Gold
Obrar
Not Apply
Gold
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