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Argentine Artist Teams with Sony to Launch Music Video You Can't See

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Unique experience from Wunderman Thompson Argentina aims to push cornea donations for NGO INCUCAI
Argentine Artist Teams with Sony to Launch Music Video You Can't See

To encourage corneas donations, Wunderman Thompson, 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 colours and shadows. You can check it out here.

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 CCOs 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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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

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

PR COMPANY: ADVERPR

PR DIRECTOR: NATALIA RODONI

PR ACCOUNT DIRECTOR: SILVINA CABALLERO

Production

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

Categories: Charity, Corporate, Social and PSAs

Wunderman Thompson Buenos Aires, Thu, 20 Feb 2020 16:59:44 GMT