TBWA Singapore helps John Fawcett Foundation to exhibit unique art pieces created under the conditions of cataracts at Affordable Art Fair 2017

John Fawcett Foundation1.jpgTBWA\Group Singapore is behind a new campaign for The John Fawcett Foundation (JFF) that asks artists to give up their most valuable asset - their eyesight - to create artworks under the conditions of cataracts. The Catarart pieces will be exhibited and sold at Affordable Art Fair with proceeds going to JFF.

The John Fawcett Foundationis a non-profit organisation that aims to eradicate curable blindness in economically-disadvantaged areas of Indonesia. This year, JFF has partnered with Affordable Art Fair Singapore to launch a new initiative called 'Catarart' at the event taking place November 17-19.

Using one of the world's first fully-immersive augmented reality applications, artists experience 'virtual cataracts' through a smartphone and VR headset. The AR app makes use of the phone's back-facing camera and can be adjusted to reduce focus, colour saturation, light and depth perception - simulating cataract visual impairment.
The development of the app was refined in consultation with Dr Wayan Gde Dharyata SpM, an ophthalmologist who has restored sight to over 10,000 cataract patients throughout his career.

"The app provides a good simulation of an immature cataract," said Dr Dharyata. "Vision becomes cloudy and blurred, making it difficult to count fingers held up 1-3 metres away from the subject. But many of the people we treat in rural villages suffer from more severe impairment, as cataracts mature and vision disappears altogether."

So far, contributing artists include Chinese brush painter Ong Lee Heng, Balinese fine artist Kadek Jango Pramatha, portrait and figurative artist Simon Ng, renowned documentary photographer Nicky Loh, and local design artist Rachel Poonsiriwong. All artwork will be displayed and sold at Affordable Art Fair Singapore.

John Fawcett Foundation 2.jpgJohn Fawcett Foundation3.jpgVisitors will have the opportunity to personally experience the AR app and create their very own Catarart pieces in return for a small donation to JFF. There will also be artists producing purchasable artwork LIVE during the 3-day event, including contemporary artist Chloƫ Manasseh, Chinese brush painter Ong Lee Heng, and portrait artist Laurent Pastorelli.
    
The project will raise vital funds to help a country that suffers from one of the worst rates of cataract blindness in the world. Over four million Indonesians are needlessly blind, simply because they have no access to specialist medical facilities.

"As John always said - these people are blind because they're poor, and poor because they're blind," said Gede Bingin, Manager of JFF. "That's why it makes sense for us to engage with a community whose eyesight has been fundamental in turning their passions into successful professions. We hope to open the eyes of the public to the stark problem and reverse this cycle of poverty."

JFF brings medical facilities to the people via several mobile surgery units, which visit villages throughout Indonesia to conduct screenings and provide free surgery for those affected. A simple 20-minute operation can restore their eyesight.

JFF's founder, John Fawcett, sadly passed away this year at the age of 85. He left behind a wonderful organisation whose Board, staff and supporters all wish for his meaningful work to continue.

WATCH THE FIRST FILM (Kadek Jango Pramatha)
VIEW THE PROMOTIONAL FILM
DONATE HERE

Artists
Ong Lee Heng [https://www.olh-masterpiece.com/]
Simon Ng [https://www.simonng.sg/]
Nicky Loh [http://nickyloh.com/]
Chloƫ Manasseh [http://www.chloemanasseh.com/index.html]
Kadek Jango Pramatha
Rachel Poonsiriwong
Laurent Pastorelli

Credits
Creative Agency: TBWA\Group Singapore
Executive Creative Director: Gary Steele, Hagan de Villiers
Senior Art Director: Laurent Pastorelli
Copywriter: Alejandro Herrer
Art Director: Carlos Pizarro
Digital Head of Copy: Evelyn Aw
Business Director: Peter Etheridge
Account Manager: Angie Leung

1 Comments

Jamie said:

An artful re-interpretation of a not so old idea:

http://arteon.volkswagen.com/int/en/index.html#/top

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.