“This incredible Instagram account lets you see what it’s actually like to ski with a visual impairment” - BBC NEWS
A 100% visual platform to showcase 3% vision.
As the Official Sponsor of the Paralympics, Toyota was on a mission to change the world's perceptions of Paralympians. @SeeLikeMenna is an Instagram experience that lets you see the world through the eyes of Menna Fitzpatrick, a visually impaired Paralympic skier with only 3% vision. We brought people along on Menna’s journey as she became Britain’s most decorated Winter Paralympian of all time, while changing the way we see Paralympians. The campaign was discussed on hundreds of television segments worldwide and sparked global conversation. @SeeLikeMenna helped make the 2018 Paralympics the most watched games in history.
We created an interactive experience to show people exactly what she sees on a visually driven platform, Instagram. Instead of beautiful images, we posted blurry ones and native video content, alongside caption copy to tell her story. Ultimately, we gave people deeper insight into what it takes to become the most decorated British Paralympian of all time.
AWARDS
Cannes Lions, Campaign, PR, Gold
Cannes Lions, PR, Silver
Cannes Lions, Mobile, Bronze
Cannes Lions, Social, Bronze
Cannes Lions, Mobile/Social Shortlist x3
Clios, Sponsorships, Grand Prix
Clios, Public Relations, Gold
Clios, Single Platform, Gold
Clios, Innovation, Silver
Clios, Social Post, Silver
Clios, Social Video, Silver
Clios, Branded Content, Silver
Clios, Direct, Bronze
One Show, Craft, Best Use of Visuals, Silver
One Show, Social Channel, Silver
One Show, Merit/Shortlist x5
The Webbys, Best Cause Related Campaign, Winner
The Webbys, Native Advertising, Winner
New York Festivals, Best Use of Celebrity, Silver
New York Festivals, Social Media & Influencer, Silver
New York Festivals, Avant Guard/Innovative, Bronze
New York Festivals, Additional Bronze x5