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2019 One Show - Social Media

@SeeLikeMenna

Agency Saatchi & Saatchi / Torrance + DENTSU INC. / Tokyo

Client Toyota Motor Corporation
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Annual ID

OS_SM19029S

About the Work

People often cannot comprehend the tremendous feat these Paralympians overcome and what it takes to even reach the podium, let alone compete. So on a 100% visual platform, we zeroed in on Menna’s 3% vision to give people a deeper understanding of Menna’s true achievements. See Like Menna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick as she trains. Using data from Menna’s medical records to glean insight into how she sees, we created visually arresting content, both video and stills, that accurately reflected her 3% vision. Each post was disruptive to the typical user experience, but since it was from Menna's POV, the content still felt native. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian competing for gold.