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Category
Social Media / Best Use of a Social Network
Annual ID
150841A
About the Work
With a limited budget, the Leontinka foundation wanted to raise awareness among a new target audience - the affluent younger generation of Czechs that are difficult to reach through traditional advertising. With the help of an ophthalmologist and five youngsters suffering from eye diseases, five unique Instagram filters were created, one for each disease. On World Sight Day, we used these filters to show how distorted the world looks for people affected by the diseases. We targeted Instagram accounts of hundreds of Czech celebrities and trendsetters and manipulated photos from their personal account using the filters. Once applied to popular images on Instagram, distorted photos from celebrities were reposted by the Leontinka Foundation along with a tag of the original user and a personal messages from the visually impaired. Messages included a direct link enabling viewers to donate and visit a gallery microsite, which told the stories of our youngsters.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather / Praha 7
Art Director
Juanma Bonastre
Petr Radotinsky
Denis Dudek
Creative Director
Will Rust
Tomas Belko
Director
Tom Rust
Social Media Manager
Marek Moflar
Monika Filanova
Barbora Janova
Katka Ulicna
Jan Adamec
Writer
Marek Linhart
Content Strategist
Jakub Hodbod
Technical Producer
Monika Pavlikova
Sona Holotova
Aneta Zahorikova
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