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 25 3
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.

Board Cannes INCUCAI2

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Awards

2021 Cannes Lions

2021 Cannes Lions

Artist as a Brand or Cause Ambassador, Entertainment for Music


Silver Lion

Más Digital

Más Digital

Creativity: Integrated Digital Campaign


Gold

Más Digital

Más Digital

Creativity: Innovation


Gold

Más Digital

Más Digital

Development/Craft: Usability


Gold

Más Digital

Más Digital

Development/Craft: Technology


Silver

El Lápiz

El Lápiz

Direct and Interactive Marketing


Gold

El Ojo de Iberoamérica

El Ojo de Iberoamérica

Digital & Social


Grand Prix

El Ojo de Iberoamérica

El Ojo de Iberoamérica

Experience & Brand


Silver

El Ojo de Iberoamérica

El Ojo de Iberoamérica

Sustainable - Health


Silver

El Ojo de Iberoamérica

El Ojo de Iberoamérica

Activations Promo & PR-AP05. Direct


Bronze

Diente

Diente

IT15. Digital Campaign


Gold

Diente

Diente

Interactive Craft-CI02. Use of Technology


Gold

Diente

Diente

IT01. Sites


Silver

Diente

Diente

Craft INT.CI03. User/UX experience


Silver

Diente

Diente

Design-DI04. Digital


Silver

Diente

Diente

Craft TV and Other Screens - CT14. Interactive


Silver

Diente

Diente

OP03. Interactive Films


Silver

Diente

Diente

IN01. Integral


Bronze

Effie Argentina

Effie Argentina

Positive Change / Non-profit Entities


Gold

Effie Argentina

Effie Argentina

Interactive


Silver

Epica

Epica

Responsability


Grand Prix

Epica

Epica

Mobile Sites & App


Gold

Obrar

Obrar

N/A


Gold