The Brief

In Thailand, there’s lots of charity helping blind people. But people with Corneal Disease are usually overlooked. Giffarine LZ vit, vitamin for eyes, believes that these people could be cured and have a chance to see clearly once again with other people help.

Creative Execution

How could we tell people under the bright daylight about darkness and dim light at the end of the tunnel? The best way is to let them see it themselves. The more empathy, the more they are likely to help.

Describe the creative solution to the brief/objective.

The Idea: • 3x3 cm. framed canvases were sent to 156 artists for their collaboration. • While painting, the artists had experienced difficulty utilizing the eyes. • 156 small paintings were sent back to organize an art exhibition. • The exhibition attendees had to really exercise their eyes to see beautiful details in each piece of art. • And shared the view with those who has Corneal Disease.

Results

• From blank frames cost only 6,000 Baht. • All the small paintings were then sold raising 468,000 Baht fund to the Thai Red Cross Eye Bank. • And because of this new engaging way of charity, the exhibition was buzzed all over the town.