To encourage corneas donations, Wunderman Thompson, a WPP agency, Sony, and the renowned Argentine musician Dante Spinetta created a video clip in collaboration with INCUCAI (Argentina´s best known NGO for organ donation). The video can only be seen on mobile devices if it is aimed at the eyes of another person. When you don’t aim it directly at another person’s eyes, the images are blurred, and the person sees saturated colors and shadows.
Through this technological and artistic innovation, Wunderman Thompson Argentina seeks to raise awareness of the difficulty faced by those awaiting a corneal transplant and the importance of donating. Using the hashtag #XTUSOJOS, Wunderman Thompson Argentina designed and developed the project, in collaboration with Tokyyto who designed exclusive Instagram filters. This artist created the world’s most used filters in social networks, and he decided to take part in the initiative so that all those who wish to support the dissemination of the message can upload their stories using these visual adaptations.
“From the agency’s perspective, our focus was on creatively demonstrating collaboration and empathy, so we developed an interactive tool that only works with the help of another person. This way, we try to allow people to put themselves in the skin (and in the eyes) of those who suffer from this problem, for just a few seconds,” said Dany Minaker and Sebastián Tarazaga, Latam CCO´s of Wunderman Thompson.
“This is exactly the kind of idea we aspire to create at Wunderman Thompson. It marries creativity, technology and humanity in a way that is inspiring, interactive and collaborative. I love it.” said Bas Korsten, Global Chief Creative Officer, Wunderman Thompson.
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