'Seeing is Easy' by The Monkeys

A new campaign for Guide Dogs (NSW/ACT), created by The Monkeys, makes it possible to comprehend the number of decisions a blind person might face every day.

The commercial, directed by Steve Rogers at Revolver, depicts one man performing a series of basic tasks like flagging down a bus or fumbling for change, showing how blind people can’t take everyday tasks for granted. For the rest of us, ‘Seeing is easy’.

 

“Guide Dogs NSW/ACT relies on the public’s generosity to continue providing our life-changing services, and amazing guide dogs that allow people with vision loss to maintain their independence and move safely through their communities,” says Charles Ulm, Marketing & Communications Manager at Guide Dogs (NSW & ACT).

“When most people think of blindness, they can’t comprehend what it would be like to live in total blackness, which distances them from the issue. This campaign tells a story of blindness in a very simple, powerful way, which we hope will lead to a broadening of our supporter base at a time when the demand for our services continues to increase.”

Credits

Agency: The Monkeys

Chief Creative Officer: Justin Drape

Executive Creative Director: Micah Walker

Creative team: Oksana Valentelis and Henry Kember

Head of Broadcast Production: Thea Carone

Executive Planning Director: Fabio Buresti

Strategic Planner: Michael Hogg

Senior Content Director: Jill Large

Content Manager: Alex Don

Production Company: Revolver

Director: Steve Rogers

Executive Producers: Michael Ritchie & Pip Smart

Editor: Alexandre de Franceschi

Colour: Ben Eagleton at Be.

Post & Visual Effects: Fin Design

Sound: Simon Lister, Nylon
DOP: Ryley Brown
Production Design: Margot Wilson