Cataract surgery has the largest elective surgery waiting list in the entire SUS (Brazilian Public Unified Health System). 167.5 thousand people are waiting for the procedure – even though it is considered simple, safe and quick when performed by experienced surgeons, with an average duration of 10 minutes. Central da Visão, a social impact company that aims to make ophthalmological surgeries and treatments more accessible in Brazil, is taking advantage of Brown April, the month of awareness, prevention and combating blindness, to build awareness of the problem with the campaign, The queue that no one sees, by Brazilian agency, Dark Kitchen Creatives.
The 2-minute hero commercial, produced by Not So Impossible, makes its statement with a visual metaphor made using hyper-realism techniques – a very long queue of blindfolded people, representing the length of the line if all Brazilian patients were actually waiting in sequence. Strikingly, the film notes that the queue is so long it had to be made with AI. If real, the queue would cover a distance of around 84 kilometers or 52 miles – 4 times the length of Manhattan (NY), six times the size of the River Seine’s stretch within Paris, or enough people to fill the space of 2 full marathons.
“This campaign is a call to those who can see, especially relatives and friends of those who suffer from cataracts, about how the disease can be silent and how a cure can seem distant. Using a unique visual appeal that is impossible to miss, our main objective is to raise awareness among Brazilians about a glaring health issue that seems invisible, in addition to reinforcing that the more people know that there is a way, the more lives can be transformed for the better,” stated Marta Luconi, CEO of Central da Visão.
The project also features the website, thelinenoonesees.com, with more information about cataracts and details on how to receive or refer patients for care and testimonials with real stories from the more than 20 thousand surgeries already performed by Central da Visão throughout Brazil.
“We knew that a theme like this needed an emotional, strong and symbolic execution. Using artificial intelligence was a creative but also strategic choice: after all, only with AI would it be possible to represent the real absurdity of this line, with 167 thousand people, which is invisible to our eyes in practice, but heavy for the entire system – and especially for those waiting. A special way that would touch people and bring this debate to the surface,” stated Guilherme Jahara, founding partner and co-CCO at Dark Kitchen Creatives.
Credits:
Client: Central da Visão
Client Team: Marta Luconi, Guilherme de Almeida and Ronaldo Abati
Agency: Dark Kitchen Creatives
Creative Directors: Guilherme Jahara and Carlão Fonseca
Creatives: Guilherme Jahara and Carlão Fonseca
COO & Production Management: Clariana Regiani
Executive Producer: Rodrigo Luchini
Production Company: Not So Impossible
Director: Diego Rodrigues
Executive Director: Paulo Blassioli
Customer Service Director: Adriana Samara
Executive Producer: Tais Caetano
Editing: Di Rodrigues
Finalisation: Carolina Belem
Post-production: Not So Impossible
AI Image Generation: Moreno Gonçalves & Diogo Ornaghi
Audio & Music Production: A9 Audio
