The campaign consisted in creating the “blidness experience”. This experience would start
by buying the book and consequently watching the movie by Fernando Meirelles. The first
step would be a blurred receipt and a bookmarker with the website on it.

 This exprience consisted in portraying life with the white blindness’ perspective. Participants
would submit their own videos of a day as a white blind, in order to enter the competition
for a trip to Sao Paulo, city where the movie was filmed.

 This way we would not only advertise the book, but the debut of the movie. There was also
an awareness objective to this campaign, inspired by the famous quote “maybe only in the
world of the blind will things b like they really are”

“Perhaps only in a world of the blind will things be what they truly are.”