| Title | VIEWS FOR THE BLIND |
| Brand | HORUS TECHNOLOGY |
| Product/Service | WEARABLE DEVICE THAT CAN SCAN IMAGES AND TURN INTO AUDIO |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
Y&R ITALIA Milan, ITALY
|
|
Advertising Agency
|
Y&R ITALIA Milan, ITALY
|
|
Production Company
|
THE BIGMAMA Milan, ITALY
|
Credits
| VICKY GITTO |
Y/R Italy srl |
Chairman/Chief Creative Officer |
| LORENA CASCINO |
Y/R Italy srl |
Art Director |
| GB ONETO |
Y/r Italy Srl |
Copywriter |
| JACOPO ATTARDO |
Y/r Italy Srl |
Digital Creative Director |
| GIANFRANCO MAZZONE |
BURSON/MARSTELLER |
Managing Director |
| CINZIA TERZI |
BURSON/MARSTELLER |
Manager |
| CRISTINA CARICATO |
BURSON/MARSTELLER |
Associate |
| WILLIAM ZANARDI |
THE BIGMAMA/Italy |
Executive Producer |
| VALENTINA FRONZONI |
THE BIGMAMA/Italy |
Executive Producer |
| SAMANTA NICOLETTI |
THE BIGMAMA/Italy |
Producer |
| FRANCESCA FERRI |
THE BIGMAMA/Italy |
Editor |
| MASSIMILIANO PELAN |
PELAN |
Music Artist |
| BENEDETTA MAGRI |
HORUS TECHNOLOGY |
Founder |
| SAVERIO MURGIA |
HORUS TECHNOLOGY |
Founder |
| LUCA NARDELLI |
HORUS TECHNOLOGY |
Founder |
The Brief
We created a “Views for the blind” crowdfunding campaign which, leveraging on digital and public relations, allowed Horus to overcome the challenge by raising 31 euros worth donations, a greater amount than the one expected. The project has featured a digital initiative in which celebrieties supported the cause by realizing videos that showed them fulfilling their everyday professional tasks while blindfolded, and accordingly developing vertical storytelling for various target media in order to spread the benefits that the future technology will bring into both everyday life and environments. The project produced a great amount of interest among media and influencers.
Creative Execution
The expected long-term goal is to create a company, operating in the computer vision sector, with different products directed to different categories. The first one Horus Technology addresses is blind and visually impaired people. Starting to sell the device in Italy, the team home country and then UK, France, Spain, in order to cover the most spoken languages. After that the company will move to other international markets. Different strategies will be used to reach people with different ages. The associations for blind and visually impaired have been included in the development since the first stage and will be involved in the distribution of the device. This device will influence this group of people, but the technologies will be featured in other systems, having an impact on the world of app developers, for example.
The biggest results reached thanks to media coverage are the successful conclusion of the crowdfunding campaign, the contact with associations and blind people from every part of the world, , from Malaysia, Japan, Africa, France, Germany, USA and other countries and the creation of a network of people interested in the device, it development and the company itself.
+ 150% donations the the original goal
190 articles published in two months
20 minutes of visibility on national and local televisions
600.000 visits on Youtube and on official social channels of the nedorsers
FIRST PROTOTYPE DONE
In the owrld there are 280 million of blind people. At he same time, billions of people watch videos and generate views.
We decided to use the power of views to turn visibility into awareness and awareness into donations, giving a revolutionary opportunity to blind people.
1. Celebrities filmed themselves blindfolded and shared their videos
2. Videos generated views
3. Views generated donations.