ESPN EYE TEST

Objective

ESPN sought to promote its UEFA Champions League HD broadcast coverage to Brazilian sports fans during the Champions League season. The campaign targeted football enthusiasts with a creative initiative that merged sports fandom with health awareness, positioning ESPN's superior broadcast quality as the ideal way to watch the competition.

Solution

An interactive vision test replaced traditional eye chart letters and numbers with UEFA Champions League players and team logos. Participants used speech recognition technology to identify stars and club shields; the system verified answers and assessed their vision across myopia, colorblindness, and contrast perception. The test concluded with a recommendation: whether they could watch Champions League in HD on ESPN or should visit an optician. Multi-channel deployment included an interactive microsite (powered by Webcore Interactive with webcam access), ambient media on billboards and transit shelters, and a branded mobile clinic—a bus equipped with an ophthalmologist offering real vision consultations. Agency Africa (Brazil) directed by Marco Aslan created the campaign.

Results

ESPN Eye Test received a Bronze award at Cannes Lions 2015 in the Cyber category and an Honorable Mention at Awwwards on August 31, 2015.