AN AD CAMPAIGN ABOUT BLIND PEOPLE FOR THE WORLD TO OPEN THEIR EYES
"Models for equality" is an initiative of the Rehab Center for the Blind of Lima (CERCIL) to raise awareness of optical businesses and eyewear brands in Lima. The campaign aims for these organizations to hire 5 of CERCIL members as the perfect candidates to become new eyewear models since they have wore them all of their lives.
The campaign developed by the agency LOTO, aims to address an issue few people want to talk about: discrimination in the work environment. Blind people experience barriers when trying to find jobs for themselves, mostly because people take their usefulness for granted, a myth that the campaign is attempting to debunk
Film advertisement created by Loto, Peru for Cercil, within the category: Public Interest, NGO.
Chief Creative Officer / Copywriter: Erik Noli
Executive Creative Director / Copywriter / Art Director: Juan Carlos Gallardo
Production Company: ZigZag
Director: Oswaldo Montúfar
Executive Producers: María Laura Yllatopa, Claudia Chávez
DoP: José Vargas
Music / Audio: Franco Lozano / Barba Roja
Photographer: Wilber Dueñas
Makeup Artist: Sue Pérez