Argentine musician, Dante Spinetta’s, new music video, Aves, is completely blurred, just saturated colours and shadows. You can only see it on a mobile by aiming it at the eyes of another person.
The video leads a campaign by Wunderman Thompson Argentina for Argentine organ donation NGO, INCUCAI, to highlight the difficulties of those who are waiting for a corneal transplant. The aim is to get more people to plan to donate their corneas after death. The agency designed and developed the project, in collaboration with Tokyyto, who designed exclusive Instagram filters. Tokyyto, who has created the world’s most used filters in social networks, decided to take part in the initiative so that all those who want to help to spread the message can upload their stories using his visual adaptations. The project uses the hashtag #XTUSOJOS.
“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,” explained Dany Minaker and Sebastián Tarazaga, chief creative officers, Wunderman Thompson Latam.
“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,” added Bas Korsten, global chief creative officer, Wunderman Thompson.
Agency: Wunderman Thompson Argentina
Latam Chief Creative Officers: Dany Minaker & Patán Tarazaga
Creative Directors: Juan Ignacio Calvo & 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 Directors: Carolina Graziano & 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: Ale Routurou & Pablo Rabotnikof
Client: Sony Music Argentina
Digital Marketing Director: Anibal Marquez
Managing Directors: Damian Amato & Agustin Sarricchio
PR Company: AdverPR
PR Director: Natalia Rodoni
PR Account Director: Silvina Caballero
Production Company: The Movement
Director, The Movement: Agustin Alberdi
Executive Producer: Juan Manuel Cuervo
Instagram Filter Design: Tomas Tokkyto Posse
Influencer Agency: Media Lab