Orbis Don't Look Away: Interactive eye detection

‘Don’t Look Away’, an emotional, interactive web experience showing a boy seeing for the first time after eye surgery. Using eye detection using the webcam, it demonstrates the importance of paying attention to our campaign message, and show how the simple act of ‘not looking away’ can dramatically improve a life. When the user looked away, the screen turned to darkness. But when the user made eye-contact with the screen, the darkness disappeared allowing users to see the world through the eyes of the young patient. It's amazing of what can happen if we don’t look away. Awards: HK4A Kam Fan Awards: Cyber: Grand Prix - Gold Cyber: Best Use Of Technology & Innovation - Gold Cyber: Website / Minisite (Campaign Site) - Silver Film: Interactive Video - Silver Media: Media Single - Best Use of Digital Platforms - Bronze Promo & Activation: Digital & Social - Use of Digital Media - Bronze Kam Fan Cannes Lions Finalist FWA Site Of The Day Google Creative Sandbox

Agency: Ogilvy & Mather Hong Kong

Chief Creative Officer: Reed Collins

Creative Directors: John Koay, Paul Suters

The site would use the webcam to detect the user's eyes before the experience began.

The film begins in total darkness, but the user could hear a doctor speaking. As the film unravels, we see an eye doctor remove the bandage away.

If the user looked away, the film would stop and the screen will turn to darkness,

Towards the end of this emotionally charged film, we see the mother meet with the boy for the very first time after his eye surgery. After this film, we asked people to donate so many others like him, can recieve the gift of sight if we don't turn away from the problem.

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