Cannes Lions

BRAILLE AD

WMcCANN, Sao Paulo / DORINA NOWILL / 2014

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

The ad was aired in the digital version of the magazine with the largest circulation and biggest influence of Brazil, Veja, influencing thousands of people.

The user was asked to run their fingers over a phrase in braille. Upon interaction, the following message was revealed:

In the life of a blind person, reading with their hands is the easy part.

The ad directed the user to the foundation’s website where one could learn more about the project, and, of course, become a donor.

Outcome

Because it was a special project, Veja magazine did not charge the ad space.

That is: we took the foundation’s message to all of Veja tablet readers, an average of 20 thousands downloads a week, without affecting Dorina Nowill’s small budget.

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