Sony, Dante Spinetta, and Argentine Organ Donation NGO INCUCAI launch a music video you can only see through other peoples eyes.

Wunderman Thompson Argentina teams up with world-renowned music brand, top musician Dante Spinetta, and Argentine Organ Donation NGO INCUCAI to create a unique music video encouraging cornea donations.

The premise is quite simple, you can't see the video properly on your own. All you see is floating blurry movement, the same unfocused vision people with an urgent need for a new cornea see. Teaming up with INCUCAI (Argentina´s best-known NGO for organ donation) and using technology in this manner, the music video becomes a vehicle for teaching the viewer about the difficulty faced by those awaiting a corneal transplant and the importance of donating.

To actually see the music video, you have to point your phone to someone else's eyes. Try it out yourself at thoughyoureyes.site

“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.

AGENCY: WUNDERMAN THOMPSON ARGENTINA

LATAM CHIEF CREATIVE OFFICER.........DANY MINAKER

LATAM CHIEF CREATIVE OFFICER.........PATÁN TARAZAGA

CREATIVE DIRECTOR..........JUAN IGNACIO CALVO

CREATIVE DIRECTOR ..........MATIAS MARTTY

COPYWRITER...........NICOLAS DE MICHELE

ART DIRECTOR.........FRANCISCO CERUTTI

DESIGNER...........FEDERICO ALFONSO

HEAD OF PRODUCTION..........MAITE ORLIEVSKY

HEAD OF SOCIAL MEDIA STRATEGY.........GABRIELA GARDINI

ACCOUNT DIRECTOR...........CAROLINA GRAZIANO

ACCOUNT DIRECTOR..........SOFI AMESTOY

 

TECHNOLOGY DIRECTOR............MERCEDES AIZAWA

TECHNICAL LEAD..........JAVIER CORRA

DEVELOPER..........PABLO MENDOZA

PROJECT MANAGER LEAD..........BÁRBARA LAFFUE

PROJECT MANAGER.........JULIÁN LEONETTI

QA TEAM...........J. LAURITO / P. LOPEZ REYES

 

CLIENT……………. INCUCAI ARGENTINA

 

COMMUNICATION DIRECTOR...........ROXANA FONTANA

PR FOR THE CLIENT..........ALE ROUTUROU, PABLO RABOTNIKOF

 

CLIENT……………. SONY MUSIC ARGENTINA

 

DIGITAL MARKETING DIRECTOR …….. ANIBAL MARQUEZ

MANAGING DIRECTOR …… DAMIAN AMATO

MANAGING DIRECTOR….. AGUSTIN SARRICCHIO

 

PR COMPANY.........ADVERPR

PR DIRECTOR.........NATALIA RODONI

PR ACCOUNT DIRECTOR..........SILVINA CABALLERO

PRODUCTION COMPANY………. THE MOVEMENT

 

DIRECTORS ............. RENDERPANIC

HEAD OF THE MOVEMENT......... AGUSTIN ALBERDI

EXECUTIVE PRODUCER.........JUAN MANUEL CUERVO

INSTAGRAM FILTER DESIGN …… TOMAS TOKKYTO POSSE

INFLUENCER AGENCY …… MEDIA LAB

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