Creative Execution

The idea was to produce a video to send by e-mail on Mother's day with the message "call me tonight" written in yellow at the end. A: If their mother can read the yellow message, she would call her son or daughter that night. B: If their mother cannot read the yellow message, she would not call her son or daughter that night. The son or daughter can then call to recommend their mother get checked at an optometrist. This project provides an opportunity for mothers and children to talk about the health of their mother's eyes on Mother's Day.

We constructed a homepage right before Mothers Day, and in the three days before Mothers Day, we already had 20,000 page views. Over 100 online media outlets throughout Japan reported on the video, including the Japanese version of the largest news site in the world, The Huffington Post, and the Nishinippon Shimbun. An article about our video became the most talked-about under the keyword "Mothers Day", which topped #1 on Google Trends.

Background 1. Even though cataracts are a familiar illness (aging phenomenon), most people don't know about the disease. 2. The onset of cataracts often occurs in women over 40. 3. Vision becomes yellowish as cataracts progress, which is a little known fact about the disease. Implementation Children can check whether their mothers may have cataracts by sending our Magic version of video to their mothers on Mother's Day. Target Men and women over 20 (an age when their mothers are in their 40s)