JWT has created a 'Fountain of Sight' for the Eye Bank Coordination & Research Centre. This installation that was put up at the KEM Hospital, Mumbai now hold the place of pride at the stunning Aranya Festival by the Piramal group at peninsula Corporate Park.
It is a tribute to the people who have donated their eyes to visually impaired people. People whose vision has been restored through eye donations, have returned their guiding canes and we customised it with their names and used it to create the installation.
The team responsible for the installation include National Creative Director: Tista Sen, Art Director: Anagha Nigwekar, Installation: Tyrell Valladares and Copywriter: Simone Patrick
The Eye Bank Coordination and research centre approached J. Walter Thompson for a creative idea that would leave an impact with its audience. Rather than doing a traditional advertising campaign, the agency decided that the best way to leave an impression is with a meaningful tribute to those formerly blind people and their donors with an installation.
The Fountain of Sight is a 12 ft. high installation placed in the heart of the Municipal Corporation run, KEM hospital in Mumbai. It stands as a beautiful symbol of what a simple pledge can achieve.
“In this stunning installation, eye donation received an impetus through the used canes of the visually impaired. These were redesigned with the names of those who had regained their sight as an encouragement to people to take a pledge for eye donation. Dispelling the fear and misconceptions around organ donations, 'fountain of sight’, through design and art is an attempt to make people re-evaluate and encourage them to sign up for a noble cause," says Tista Sen, National Creative Director at J. Walter Thompson India.