People with a neurological condition that leaves them incapable of speech and voluntary movement were long thought to be lacking in cognitive ability. At Montefiore Einstein, neurologists pioneered the use of eye tracking technology to transform communication with these patients and prove that they have rich inner worlds. About 50 million people worldwide face these challenges but only 2% have access to modern communication aids.

Our brief focused on life-changing eye tracking technology and the power it gives patients to finally express themselves. We aimed to create a film that drove awareness of eye-tracking and were determined to feature a real person with these disabilities to represent the millions that we typically never see in holiday films, and for who for so long have been left silent. This film is a window into the magical realm of possibilities when technology meets the human spirit.

Millions of people who are unable to move and speak were long thought of as lacking cognitive ability. Montefiore Einstein pioneered the use of eye tracking to prove that these people do have rich inner worlds and to give them a voice. So for the holidays, a time to connect and celebration for all, we gave a voice to those who for so long have been silent and told a different kind of story — Solo’s story. Solo is seven years old and has cerebral palsy. He can’t move or speak and uses eye tracking. Our campaign showcases eye tracking technology and celebrates that there’s magic in all of us. Through Solo’s story, we celebrated millions of people with disabilities and they felt seen, and responded. The film was viewed over 10 million times in NewYork alone. Through Solo, we celebrated millions of people with disabilities and #representationmatters trended.

People with disabilities make up 26% of Americans but are widely absent in the stories we tell, particularly during the holidays—a time meant for connection and celebration. Our holiday film premiered during the Macy’s Thanksgiving Day parade on TV, social and YouTube, putting them on the greatest stage. Viewed over 10 million times in NY alone, the film brought joy and compassion to the holidays. Through Solo, we celebrated millions with disabilities. They felt seen, and responded. #Representationmatters trended, shared by countless advocates for disability inclusion. They spread the word about eye tracking and inspired others. The film got an unheard of 98% positive sentiment, was a top 3 viewed holiday ad on YouTube and voted Adage Best Ads of 2023. Everything drove to a bespoke eye tracking experience and for the first time we opened the technology up to the world so everyone could make art with their eyes.

Millions of people unable to move and speak were long thought to lack cognitive ability. Montefiore Einstein neurologists pioneered the use of eye tracking technology to transform communication with these patients and prove they have rich inner worlds. Our campaign heroes this technology and celebrates that there’s magic in all of us. Through Solo’s story, we celebrated millions of people with disabilities. The campaign launched during the Macy’s thanksgiving day parade in digital and social and brought joy and compassion to the holidays. Through Solo, we celebrated millions of people with disabilities. They felt seen, and responded. The hashtag #representationmatters trended, shared by countless advocates for disability inclusion. They spread the word about eye tracking and inspired others. The film got an unheard of 98% positive sentiment was a top 3 viewed holiday ad on YouTube and voted Adage Best Ads of 2023.

The campaign garnered 65,605,297 impressions and the film was viewed over 10 million times in NewYork alone, with an unheard of 98% positive sentiment, bringing magic, joy and compassion to the holidays for all. With a striking 68% play rate and average view time of 3:03, the film was in the top three-viewed holiday ads on YouTube, ranking alongside holiday giants Apple and John Lewis. In addition, the online film doubled Montefiore Einstein’s YouTube channel followers, adding over 17,000 subscribers wanting to see more entertainment content from the system.

Through Solo’s story, we celebrated millions of people with disabilities. They felt seen, and responded. The hashtag #representationmatters trended and was shared by countless advocates for disability inclusion. They spread the word about eye tracking technology and inspired even more people who would otherwise remain silent to express themselves.

Our brand study tracked a 100% increase in positive perception of Montefiore