ALS League Design & Branding, Case study Eye Click Donation by Publicis Brussels

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Eye Click Donation

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Industry Website
Media Design & Branding, Case study
Market Belgium
Agency Publicis Brussels
Creative Director Tom Berth, Geert De Rocker
Designer Alexandre Simionescu
Released May 2015


Cannes Lions, 2015

Credits & Description

Client: Als League
Product: Non-Profit Association
Entrant: Publicis Brussels, Belgium
Title: Eye Click Donation
Product/Service: Non-Profit Association
Entrant Company: Publicis Brussels, Belgium
Advertising Agency: Publicis Brussels, Belgium
Creative Director: Tom Berth (Publicis Brussels)
Creative Director: Geert De Rocker (Publicis Brussels)
Creatives: Marc Richard Vander Heyden/Kermit Cota (Publicis Brussels)
Creative Technologist: Naïm Baddich (Publicis Brussels)
Designer: Alexandre Simionescu (/)
Head Of Digital: Seb De Roover (Publicis Brussels)
Account Manager: Jonas De Wit (Publicis Brussels)
Development: Tim Knapen (De Indianen)
Face Tracking: / (Visage Technologies Ab)
Entry URL:
Creative Execution
The muscles responsible for eye movement are usually spared until the final stages of ALS. So we created a typical donation site,, with one important difference: you can only use your eyes to navigate through the site.
Special face tracking software maps your head movement, allowing you to move the mouse cursor. The eyes are scanned too, allowing you to make mouse clicks.? With this website, we’re able to offer a tiny glimpse of what it’s like to live with ALS.
More than 4500 people experienced what it's like to have ALS in first 2 weeks.
Raise of donations with 8% (and counting)
National and international coverage in news + blogs
Site of the day on FWA (7th June 2015)
Amyotrophic lateral sclerosis, or ALS, is a rare neurological disorder that causes the degeneration of motor neurons. The terrible end result is muscle weakness and atrophy throughout the body. The brain’s ability to control muscle movement is lost.
In other words, ALS patients endure an extended, painful struggle. And they do so fully conscious: as their muscles paralyse, patients become increasingly imprisoned in their own bodies. Once a patient is diagnosed, the doctor instructs them on how to die. That’s because currently, there is no known cure for ALS.
Besides a call to donate for research, we need to raise awareness about the effects of this disease. With this campaign website, we wanted to open people’s eyes – literally – by experiencing the paralysing effects of ALS first hand. To really feel the helplessness of not being able to use all of your muscles.