Advertiser: WOMEN'S AID
Agency: WCRS
Category: Public Awareness Messages
Advertising campaign: BLIND EYE
Music: 'Angel'
Editor: Chris Vincze
Creative Technologist: Hiren Jakison
Agency Producer: Louise Bonnar
Creative Technologist : Luke Walker
Music: Massive Attack
Account Supervisor: Rick Hirst
Sound Design/Arrangement: Wave
Account Manager: Will Hunt
Producer: Alan Traquair
Director: Chris Vincze
Executive Creative Director: Leon Jaume
Post Production: MPC
Copywriter: Naz Nazli
Editing Company: MPC Creative
Art Director: Rob Welch
Creative Director: Ross Neil
Brief Explanation
The spot uses traditional, mass-market 3D technology to play out two scenarios simultaneously; by switching between their left and right eyes the viewer can control which scenario they’ll see. Through one eye the viewer sees a woman preparing dinner. Through the other, exactly the same scene, but with one difference - the presence of an abusive husband. The final sequence asks viewers ‘Will you turn a blind eye to domestic violence?’ and is followed by a close-up shot of our woman, who is either bruised and weeping or staring calmly ahead, depending on which eye the viewer has open.The spot draws on instances of domestic violence and abuse reported to Women’s Aid who were directly involved in helping shape what unfolded on screen. The mixture of violence and psychological intimidation reflects the fact that women who are subject to domestic abuse are not always victims of physical harm but sustained mental trauma as well. The ‘apple/orange’ device is designed to get audiences comfortable with the new technology in a playful manner reminiscent of an optical illusion. The use of fruit is carried over into the opening of the narrative to cement the idea of separate scenarios for separate eyes.