Developed for national domestic violence charity Women’s Aid, ‘Blind Eye’ was a cinematic premiere that used 3D stereoscopic technology to powerfully highlight the issue of domestic abuse.
We worked in partnership with VFX Studio and MPC to develop the technology so viewers are able to edit the commercial in real time by opening and closing one eye at a time. During the course of the 65” spot two scenarios simultaneously play out: one shows a seemingly normal story of a woman preparing dinner; the other the harrowing addition of an abusive husband. The commercial simply asks, “Will you turn a blind eye to domestic violence?”
The campaign generated a PR value of £209,000 during its first burst. It has won Gold at the 2013 Creative Circle Awards for ‘Best use of new technology in digital craft’, Best in Book in the Creative Review Annual 2013, two BIMA awards, a Bronze APG Creative Strategy Award and was also shortlisted at Cannes Film Lions.
BIMAs - Award win
Campaign Media Award - Winner
Cannes Lions - Shortlist
Creative Circle Award - Gold
Creative Review Annual - Best in book