Sony launches new music video that you can not see
Sony Music Argentina, Incucai Argentina
Issue 55 | July 2020
Agency
Wunderman Thompson Argentina
Creative Team
Latam Chief Creative Officer: Dany Minaker Latam Chief Creative Officer: Patán Tarazaga Creative Directors: Juan Ignacio Calvo, Matias Martty Copywriter: Nicolas De Michele Art Director: Francisco Cerutti Designer: Federico Alfonso
Production Team
Head of Production: Maite Orlievsky 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
Other Credits
Head of Social Media Strategy: Gabriela Gardini Account Directors: Carolina Graziano, Sofi Amestoy Client: Incucai Argentina Communication Director: Roxana Fontana PE For the Client: 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 Directors: Renderpanic Head of The Movement: Agustin Alberdi Executive Producer: Juan Manuel Cuervo Instagram Filter Design: Tomas Tokkyto Posse Influencer Agency: Media Lab
Date
February 2020
Background
To encourage corneas donations, Wunderman Thompson, a WPP agency, 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 colors and shadows.
Idea
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 CCO´s of Wunderman Thompson.
active site: (MOBILE EXPERIENCE) http://throughyoureyes.site/