ASUNCIÓN, PARAGUAY — According to theorist Richard Dawkins, the meme is the smallest unit of cultural information that one human being can transmit to another and has the ability, like a virus, to spread throughout a social system. A meme is a complex network of visual, written, and even oral culture contained in a small image capsule and there are currently people who are excluded from this circuit.
In a context in which the world conversation revolves, among other topics, around the concept of a more inclusive society, Oniria\TBWA and Skol decided to put this into practice, with the launching of “Meme +braille, diversión para todos,” the first meme’s museum for visually impaired people.
On June 30, on World Social Media Day, SKOL opened the doors to this space designed for blind people, creating an inclusive platform for digital humor and an opportunity to experience networks in a fun and different way.
The exhibition is specially designed so that they could touch, listen and understand what a meme is, responding to the belief that what amuses us must be for everyone.
With a selection of the most memorable memes of recent times, the sample was created to bring the humor of digital platforms to real life. These are the surprised Pikachu, the stingy Patrick, the puppy from “Everything is fine”, the tearful Pepe toad, and the face with which it all started: the “Troll Face”, recognized as the first meme in history created in 2008, which has become one of the most legendary.
The works were printed by Po Paraguay, with 3D printing technology to make the memes a reality with a three-dimensional design and a special texture, perfect for understanding the memes by touching them.
The museum was located in the Fundación Texo – a place prepared as a space for contemporary art from around the world in Paraguay. Likewise, the call for the event was made with the support of the Saraki Foundation. Furthermore, while visiting the exhibition, visitors can participate in the creation of their own digital memes and then share them on their networks.
“Memes are already part of our culture, although it seems simple, we should not underestimate their power. We know that a simple image can give a dose of happiness to someone who needs it. We all love them and always share them, but there is a group of people who cannot enjoy this because they have never seen a meme in their life. In Paraguay, there are more than 250,000 blind people and the number continues to grow year after year”, explained Marcia Alarcón, Brand Manager of Skol Paraguay.
An action that has allowed many to participate in the fun and humor, in a different way, because what makes us think and amuses us at the same time should be for everyone.
Client: SKOL Paraguay
Campaign: Meme braille
Responsibles for Skol: Bruno Yuli, Amado Adorno, Marcia Alarcon, Milagros Leon, Brenda Mercado.
DGC: Camilo Guanes
CEO: Daniel Achaval
Creative direction: Paloma Cella, Manuel Rolón, Marcelo Rodríguez
Creative team: Manuel Rolón
Account director: Yamile Miserlian
Account executive: Daniela Uriarte
Production Director: Pauli Jara
Agency Production: Pauli Jara
Film: Guaraní Film
Photo: Tetsu Espósito
PR Team: Lena Penner