For the launch of an unreleased video and song by Dante Spinetta (3-time Latin-American Grammy winner), we took the media to the next level. We created an interactive video that can only be seen when aiming at someone else’s eyes with a smartphone. If you don't, you can't watch it. This way young people empathize with a patient on the waiting list to receive a corneal transplant.

Every year in Argentina +3,000 people are registered on the waiting list for a corneal transplant. This is because there are several pathologies affecting the cornea, which may cause loss of vision. The problem is the lack of donors; this makes it impossible to transplant everyone who needs a new cornea.

INCUCAI, Argentina’s most important organ donation NGO, is constantly searching for new donors. Specifically young people, since they do not become donors, which means in the near future it will be difficult to get donations.

This is why we made a campaign aimed at them to generate a paradigm shift and increase empathy with others. To achieve this, we intervened something that really matters to them: music videos. By creating a video they are going to see in the same way a patient waiting to be transplanted sees, to understand the importance of needing others.

In collaboration with Sony Music and Dante Spinetta, one of Latin America’s leading artists and 3-time Latin-American Grammy winner, we released a music video called "Aves". An interactive video that can only be seen when aiming at someone else’s eyes with a smartphone. If you don't, you can't watch it.

Every year in Argentina more than 3,000 people are registered on the waiting list for a corneal transplant. That is why the aim was to empathize young people with a patient on the waiting list to receive a corneal transplant to make them manifest themselves as organ donors.

In Argentina, young people do not usually become organ donors. To cover the more than 3000 patients on the waiting list to receive a corneal transplant, we have made them the campaign’s main target.

To do that, we intervened something that really matters to them: music videos. By creating a video they are going to see the same way a patient waiting to be transplanted sees, we expect they understand the importance of needing others.

On Organ Donor Day, we launched the new video of Dante Spinetta. Thanks to the use of eye recognition technology, you can only see it when aiming at someone else’s eyes with a smartphone. If you don't, you can't watch it.

The web also offers additional information, data about cornea donation in Argentina, and finally a CTA that encourages those who see the video to become donors.

We also organized a launch event where Dante Spinetta spoke about organ donation, and showed how the interaction needs to be done to see his music video. Several Argentine musicians and influencers also participated in the event, sharing our message through social media.

All this reinforced under a very simple concept. "A music video that changes lives". By doing so, all the media would be talking about the issue, and the video would have greater visibility.

The video continue running at https://throughyoureyes.site

More than 140,000 people donated their eyes so that others could watch the experience. But more importantly, more than 4,000 people gave their explicit consent to become donors, something which could cover corneal transplant treatments for patients who have been wanting them for more than a year.