Persil, Henkel Austria Create awareness for Christoffel Mission for the Blind and its goals. We use an ordinary Persil TVC which we fade out into total blackness after 5 seconds. Thus we show the audience what losing one's eyesight must be like, in a surprising way. But after two seconds of just black, titles are faded in telling us about the problems of blindness in the third world, and that 80% of blindness could be cured. The team played a key role in getting this commercial on air and contributed a lot of know-how and sweat. Using an ordinary Persil TV commercial as a medium the idea shows people what losing their eyesight must be like. The extreme contrast between the seriousness of our message and the banality of the ordinary commercial reminds consumers that they are living in a protected dream world. And furthermore that there are very serious problems outside of it which they could help solve. This effect is further enhanced by the discrepancy between the Persil audio and the message of the titles.

The team played a key role in getting this commercial on air and contributed a lot of know-how and sweat.