man with his hand in front of his face

Through Your Eyes

A unique mobile experience to inspire corneal transplant donations

Client

  • Sony Music Argentina & INCUCAI

Office

  • Argentina

Challenge

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?

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.

Sony Through your eyes

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Awards

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