How FCB Brasil & SKY Are Helping Kids See The World in HD

SKY HDTV brings high-definition television to all of Brazil. Unfortunately, thousands of children have never seen HD – and we're not talking about HD television screens.

One in every four children has vision problems and doesn’t even know about it. To help fix this problem, advertising agency FCB Brasil created “The World in High Definition” in partnership with SKY, to bring the real world into focus for children who’ve never see it clearly before.

Through a fully functional, mobile eye doctor’s office, an ophthalmologist was able to examine primary-school students for potential vision problems.

The pilot project was implemented at Carlos Gomes Municipal School in São Bernardo do Campo, in the greater São Paulo area, and involved 79 students. Nearly half (34) of these students were diagnosed with some kind of vision problem, five of which were serious. By 2018, this program aims to bring thousands of children the glasses they need to see the world in HD.

“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,” says Joanna Monteiro, VP creative director, FCB Brasil. “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,” adds Max Geraldo, VP creative director, FCB Brasil.