Canon x RNIB - "World Unseen" by Kinsale Shark Advertising Festival 2024
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| Title | World Unseen |
| Brief | Canon believes that everyone should be able to experience photography. But what if you can’t see it? There are 2 million people living with sight loss in the UK. When it comes to experiencing photography, they’re left out in the dark.World Unseen is the photography exhibition you don’t need to see: an immersive experience for blind, partially sighted, and sighted people. It uses Canon technology to create photography you can feel – with incredibly lifelike tactile prints, immersive soundscapes, braille and audio descriptions direct from the photographers.World Unseen changes the way blind and partially sighted people experience photography, the way sighted people understand the blind, and how we all see Canon.World Unseen activates on Canon’s visual identity. But what makes it unique is the way in which it uses unique design to take visuals aways and heighten our other senses.In the exhibition, 15 photographs are seen through someone else’s lens and experienced through touch, words, and sound. They are obscured by printed acrylic screens simulating different kinds of visual impairments, so sighted people see photography as blind and partially sighted people do. But everyone feels them in immersive and inclusive ways: from large- print, braille, and audio descriptions to lifelike tactile prints, all made possible with Canon technology.We worked with the RNIB to design simulations that were as close as possible to conditions such as glaucoma and cataracts. In addition, those simulations were used to obscure photography wherever it appeared on the Canon website, in the social campaign that promoted the exhibition, and in the out-of-home advertising. |
| Agency | VML |
| Campaign | World Unseen |
| Advertiser | Canon Inc. |
| Brand | Canon x RNIB |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
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