KNOTS by Ogilvy & Mather Hong Kong for Orbis

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KNOTS

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Industry Public awareness, Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Hong Kong SAR China
Agency Ogilvy & Mather Hong Kong
Copywriter Buji Ng
Typographer Ben Yeung
Released June 2012

Awards

Cannes Lions 2012
Press Lions Typography Bronze

Credits & Description

Entrant: Ogilvy & Mather Group, Hong Kong
Orbis - "Knots"
Corporate Name of Client: Orbis HK
Agency Account Director: Tak Chi Lee
Account Manager: Jessica Lau/Paul Lam
Account Executive: Michael Tse
Agency: Ogilvy & Mather Group, Hong Kong
Chief Creative Officer: Eugene Cheong
Executive Creative Directors: Sandy Chan/
Simon Handford
Creative Director: Buji Ng
Associate Creative Director: Ben Yeung
Copywriter: Buji Ng
Art Director: Ben Yeung
Illustrator: Ben Yeung
Typographer: Ben Yeung
Description of the Project
The ORBIS flying eye hospital saves the sight of thousands suffering from avoidable blindness all over the world. Every year they rely on donations from corporations and individuals to provide eye care to transform lives. To create a high impact on a low budget, we turned a traditional poster into a BLINDNESS EXPERIENCE.

It’s difficult to appreciate what it’s like to suffer from a degenerative eye disease. To give people an idea, we created six unique type-driven posters. Each employed barely legible messages inspired by the visual impairment of various eye diseases.

This campaign raised record profits for the ORBIS flying eye hospital and helped restore sight to over 6000 victims of avoidable blindness.