Argentinian musician Dante Spinetta’s latest music video comes with a catch: you need someone else’s eyes to watch it.
In an interactive mobile experience, the video for Spinetta’s song “Aves” can only be seen if the viewer points their phone at another person’s eyes. When the camera sees someone’s eyes, the video is clear, but move it away and the screen blurs, making it impossible to see.
The experience is tied to an awareness push about cornea donations from INCUCAI, an Argentinian organ donation nonprofit. The underlying message: People waiting for cornea donations also need someone else’s eyes to see the music video.
The nonprofit teamed up with Sony, Spinetta and Wunderman Thompson Argentina to encourage people to donate their corneas. The campaign directs people to the INCUCAI website, where they can digitally consent to donating their corneas after death.