“This incredible Instagram account lets you see what it’s actually like to ski with a visual impairment”
BBC News
Toyota
Role
Creative Direction
Awards & Mentions
- Cannes Lions, PR, Silver
Cannes Lions, Mobile, Bronze
Cannes Lions, Social, Bronze
Cannes Lions, Mobile, 2 Shortlist
Cannes Lions, Social, Shortlist - Adweek
- Creativity Online
- Mashable
- and many more
Skiing is tough on its own — imagine being legally blind too
As the Official Mobility Sponsor of the Paralympics, Toyota was on a mission to change the world’s perceptions of Paralympic athletes.
@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. Using data from Menna’s medical records, we partnered with the Royal National Institute for the Blind to replicate exactly what Menna sees in a way that was disruptive to Instagram.
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.
A social experiment to change the audience’s perception once for all.
You will never see Paralympians the same way
We launched using an Instagram account @SeeLikeMenna that takes people on the slopes through the eyes of 18-year-old visually-impaired British Para-Alpine World Cup athlete, Menna Fitzpatrick. A new social campaign that lets people know what it’s like to ski down the steepest slopes at over 100 km/hr with only 3% vision.
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