INCUCAI / Sony Music Entertainment: Through your eyes

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

Campaign details

Advertiser: Government of Argentina / SonyAgencies: Wunderman Thompson Buenos AiresSector: Non-profit, public sector & educationMarket: Argentina

Executive summary

In order to make young people feel like a patient on the waiting list to be transplanted, we made them experience the need of someone else's cornea.

We developed an interactive music video that can only be seen when aiming at someone else’s eyes with your smartphone.

For this to be possible we created a website which plays the video if you are aiming your mobile camera at someone else's eyes. Conceptually,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands