Cannes Lions

TV Leontinka

OGILVY PRAGUE, Prague / LEONTINKA FOUNDATION / 2018

Demo Film
MP3 Original Language
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Overview

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Credits

Overview

Description

TV Leontinka was a radio show that aired on Evropa 2 radio station. Every “episode” was announced with an opening theme. It wasn’t a simple jingle – as it is usually the case on the radio – but rather an audio-described opening theme you would normally see on the TV.

The opening theme was followed by the live show, in which the radio host (or hosts) talked about something visual (a thing or a concept), which is difficult to grasp if you have never seen it before. The things to be described were chosen by the blind or visually impaired kids from the Leontinka Foundation. This part was different every time.

As would be the case in an actual TV program, our show was occasionally interrupted by a commercial. Again, we did not use the usual radio ad format, but we audio-described actual TV commericals.

Execution

As it doesn't rely on any kind of visual content, radio is the only medium which is fair to both: the sighted and the blind. Yet, most of the radio shows are created with the assumption that you CAN see, which means that i.e. the radio hosts often reference visual things and contents without any further explanation.

We based TV Leontinka on the opposite assumption and created a show, in which we interpreted all kinds of visual content as sound - that is why we called it a TV show. This way, we mimicked how blind kids learn about things and visual concepts that are difficult for them to grasp - through someone painting a picture for them with words. And to make it more relevant we actually let the visually impaired kids to be the co-creators of the show.

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