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Through Your Eyes
A unique mobile experience to inspire corneal transplant donations
- Office
- Argentina
- Client
- Sony Music
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.
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.
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.
