| Title | VIEWS FOR THE BLIND |
| Brand | HORUS TECHNOLOGY |
| Product/Service | CROWDFUNDING |
| Category |
A01. Innovative Technology (incl. standalone solutions not in association with a brand or creative campaign) |
|
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 |
| WILLIAM ZANARDI |
THE BIGMAMA/Italy |
Executive Producer |
| SAMANTA NICOLETTI |
THE BIGMAMA/Italy |
Producer |
| FRANCESCA FERRI |
THE BIGMAMA/Italy |
Editor |
| VALENTINA FRONZONI |
THE BIGMAMA/Italy |
Executive Producer |
| BENEDETTA MAGRI |
HORUS TECHNOLOGY |
Founder |
| SAVERIO MURGIA |
HORUS TECHNOLOGY |
Founder |
| LUCA NARDELLI |
HORUS TECHNOLOGY |
Founder |
| GIANFRANCO MAZZONE |
BURSON/MARSTELLER |
Managing Director |
| CINZIA TERZI |
BURSON/MARSTELLER |
Manager |
| CRISTINA CARICATO |
BURSON/MARSTELLER |
Associate |
| MASSIMILIANO PELAN |
PELAN |
Music Artist |
The Brief
Every day, 285 million of people have difficulty in performing everyday actions due to visual disabilities and this represents a barrier towards the possibility of living their own everyday experiences like all the other people do. This is why Horus, a start-up created by young Italian entrepreneurs, needed 20k for the realization of the first ever prototype able to help blind people to understand the surrounding world without limits through a structure that observes reality, comprehends it and describes it to the person, providing useful information at the right time.
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.
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.