Eyeless Festival
Centro Comercial Gran Estacion - Social networks/Facebook
Issue 24 | September 2012
Agency
Proximity Colombia
Creative Team
President: Mario Bertieri Creative VP: Sandra Piedrahita Creative Director: Alejandro Mesa, Pablo Wills Web Designer: Julian Velasquez Web Developer: Jhonathan Salgado
Other Credits
Account VP: Juan Fernando Nino Account Director: Carolina De La Torre
Date
2012
Background
Gran Estación Shopping Center was going to hold an Eyeless Festival, an entire week in which people would eat, go to the movies and theatre, make art and even do sports but blindfolded.
All the budget had gone into the event, none into publicising it.
Idea
When you have no money, you turn to your friends. Gran Estación Shopping Center had around 35,000 Facebook friends.
The idea was to reach out to this community with an app, which, for the first time ever transformed the way people’s Facebook pages looked.
They disappeared. With a simple click, everything on the page was erased. But then a voice began to read out everything that had been posted up on the Facebook page. It was an experience that could be heard but not seen.
Finally, viewers were invited to come to the Festival at Gran Estacion Shopping Center, where once again they would not need to use their eyes.
Results
The App had 32,000 likes. The shopping centre client got a bunch of new friends. And the festival was a huge success all for the cost of a few hours overtime working late on the software.
Our Thoughts
I am not entirely sure if they did this with or without Facebook help or approval. Either way, it’s a clever thing to do, to take something familiar and apparently unalterable and alter it.
That said, I cannot be the only person to find weird the idea of a shopping centre blindfolding all its visitors. It’s a cultural thing, I guess, but even so, I can’t imagine sales would have soared.