Nothing small about this idea

In advertising, one of the biggest challenges can be:

"How do we really make a statement and sell something at the same time?"

Well, below is a great example of how to do exactly that. It's for a charity to help those with corneal disease. And as the video details out, the agency created an Art Exhibition that showcases the hardships of this disease (raising awareness and understanding) while generating donations (selling) at the same time. All too often, the Big Creative Idea only garners attention or even worse is simply interesting to just those who created it. In this case, the idea works double duty and even better does so in the name of a worthy cause. Something nice to see.