Views for the blind
Horus
Issue 36 | September 2015
Agency
Y&R Italy
Creative Team
Chief Creative Officer Vicky Gitto Digital Creative Director Jacopo Attardo Art Director Lorena Cascino Copywriter GB Oneto Production Company The Big Mama
Date
January 2015
Background
Technology developed by Horus looked as if it could help 285 million blind people overcome the disability. Basically, a wearable headpiece made the invisible audible. The challenge was to get people to give money so research and development could be continued.
Idea
Well-known Italians created YouTube videos, showing them doing their everyday professional tasks blindfolded. They were able to talk about the benefits Horus could bring to people who could not see.
Results
The campaign led to 190 articles in two months worth nearly €2m, plus 20 minutes of visibility on national and local TV. 600,000 views on YouTube generated donations that exceeded the target by 150% as well as helping create new partnerships with other technology companies at home and abroad.
Our Thoughts
This didn't win anything as an ad campaign to raise funds and just got shortlisted for an Innovation Lion. So, what did win? Well, a gadget that tells you which way to steer on a bicycle. And a boot you put on your baby, which lets you know when it's unwell.
C'mon, seriously?
This is a device that analyses and explains the physical world through bone-conduction technology. It uses text reading, navigation and face and object recognition. Now, I don't know what bone-conduction is but I do believe the ambition of this project deserved more recognition and reward than it got.