eye
bank
::brand challenge
The São Paulo Hospital Eye Bank needed to communicate its existence. As a reference hospital, recognized for excellence in corneal collection and transplantation management in Brazil, the Eye Bank needs a campaign with a concept and impact that matches its expertise and the relevance of its work.
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For many years, television, newspapers and magazines have shown the world shocking images of wars, diseases and global events that have marked the unconscious of several generations. Images that denounced inequality, inhumanity or even the force of nature acting in response to the action of man.
Images that we often wish we had never seen.
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This was the conceptual starting point. Anyone with eyes to see could choose not to see such images.
A blind person would obviously choose to see them, by the simple act of seeing.
With the concept “It’s horrible to see it. It’s horrible not to see it ’, we used some of the most striking photos of the past 5 years in photojournalism to lead to a reflection on the dignity of seeing the world as it is, despite its imperfections.
_eye bank
Role: Creative / Art Director
_Copywriter: Pedro Guerra/Roberto Pereira
Recognition:
Cannes Lions:
Press / Bronze
Outdoor / Shortlist
El Ojo de Iberoamérica
Gráfica / Silver
Luerzer’s Archive:
In book