ORBIS EP.2: PERU
In the second part of this ongoing project, OMEGA continue their support of ORBIS International - a U.S. based charity dedicated to fighting preventable blindness in the developing world. The project is centered around a 48 minute documentary film title The Hospital in the Sky starring Cindy Crawford. Set against the beauty and harshness of the Peruvian landscape, it traces the emotional journey made by some young patients seeking treatment.
Aside from helping Orbis get their message out to the wider public, Omega are also donating proceeds from the sale of their Constellation Star and Hour Vision Blue watches directly to the organisation. See more on that here.
The main documentary film will be broadcast on TV networks across the world with an online launch later in 2015. Alongside this, digital and print media will be activated at various times during the year making use of all the writing and photo material we gathered while on shoot.
FACTS: 90% of the world's visually impared people reside in developing countries with little access to treatment. ORBIS has converted a DC-10 aircraft into a state-of-the-art mobile eye hospital which has the ability to reach even the most remote destinations. Aboard this Flying Eye Hospital (FEH) Orbis are perform surgeries on patients and provide much-needed training to medical staff. Since 1982 they have visited 92 countries and in 2013 alone they trained 22,000 medical professionals.
Alex Majoli of Magnum Photos shot a beautiful series of images capturing Orbis' work
and some of the culture of Trujillo. These images were used in various media across the project.
Bonus content for the DVD was created using extra interviews and footage gathered on shoot.
THE INSTAGRAM FEED
THE PRINT AD
The print work kicked off the "Orbis teddy" extension of the campaign which became a symbol for Omega's other ambassadors to get involved with.
At an event held at New York's Historical Society on 5th February 2015,
Cindy Crawford hosted the premier screening of the film and launched the project.
THE IN-FLIGHT ENTERTAINMENT LINEUP
Dario Nucci's role in this project was as creative director and project manager - handling the process from its very beginning concept phase right through to the final files delivered to the clients.
All in all the project consists of a 48min film, 90 sec trailer, 30 sec TV spot, a book, posters, print and outdoor, BluRay and DVD with bonus content and a host of image and film elements for spreading the word on social sites.
I sincerely hope more brands like Omega take on this kind of social responsibility and put effort towards creating positive action. Ultimately, I believe marketing dollars spent in this way will bring way more profit and profound returns to them and the people they help.
A BIG THANK YOU TO OMEGA, ORBIS, HUNGRY MAN PRODUCTIONS,
MAGNUM PHOTOS AND THE COUNTLESS OTHERS WHO EACH ADDED
THEIR BIT OF BRILLIANCE TO PRODUCE THIS FANTASTIC PROJECT