FCB Brasil Helps Kids See ‘The World in HD’ for SkyTV

By Erik Oster 

FCB Brasil launched a social responsibility initiative for SkyTV, allowing public school students in Brazil who unknowingly had vision problems to see “The World in HD” for the first time.

Children in Brazil have limited access to eye exams through the public health system, resulting in one in four children having undetected eye problems. So FCB Brasil and Sky decided to bring a mobile ophthalmologist’s office to public schools and give primary school students an eye exam. The pilot project was launched at Carlos Gomes Municipal School in São Bernardo do Campo, near São Paulo, with 79 students. Of the students participating, 34 were diagnosed with vision problems, 5 of which were serious. The children were then given glasses so they could see clearly for the first time. The impact of the program can be summed up in one enormous smile, as a girl closes her eyes and then opens them with delight at the new spectacles. Sky plans to role out the program to examine 800 students and deliver 200 glasses a month.

“This is a new, different and exciting project that can bring the world in HD to millions of children; a clearer, better-looking, more colorful world,” said FCB Brasil vice president, creative director Joanna Monteiro.


“SKY does everything to bring people the best images in the world, even if, as in this case, it’s not on a television screen,” added Max Geraldo, also a vice president, creative director at FCB Brasil.


Agency: FCB Brasil
Client: SKY
Creative Executive Directors: Joanna Monteiro and Max Geraldo
Creative Directors: Adriano Alarcon and Carlos Schelder
Digital Creative Director: Pedro Gravena
Creative: Luiz Kanadani, Rodrigo Leal Rodrigues and Giampietro Zanon
Client Services: Mauro Silveira, Marco Aymoré, Lucas Rodrigues, Renata Velloso, Renata Batalha and Camila Rossignolo
Planning: Raphael Barreto, Luciana Mussato, Cesar Fuster and Cleo Hosokawa
Media: Alexandre Ugadin and Vinicius Loschiavo
Projects: Lia D’Amico

RTV: Charles Nobili and Pedro Lazzuri
Image Producer: Volcano Hotmind
Direction: Volcano
Photographer: Betinho Gomes
Production: Emerson Marcon Junior
Editors: Luiz Eduardo Doria, Rodrigo Resende and Guilherme Peres
Client Services: Paulo Blassioli
Audio Producer: Cabaret
Client Approval: Agrício Neto, Marcelo Miranda and Claudia Benvenuti