Kim Nielsen
Tlf: 61130500
kim@kimnielsen.org
Eyebombing – The Viral Art Project That Reached Millions
- Concept and Idea:Peter Dam & Kim Nielsen
- Contributions:Concept, strategy, responsibility for communication, press, seeding, virality, online strategy etc.
A few years ago, I co-created eyebombing, a simple yet transformative form of street art that involves placing googly eyes on inanimate objects in public spaces. Eyebombing went viral—really viral. The BBC traveled to Denmark to document it, and we were featured on Danish television. The phenomenon was mentioned on Good Morning America, Oprah Winfreys blog and media outlets worldwide. From Ten Breakfast in Australia to Russia Today (RT), The Sun, La Repubblica in Italy, ZDF in Germany, and France24.
I eventually lost track of all the coverage, but I estimate that over 100 newspapers and platforms featured it. What started as a simple street art project has grown into a thriving movement, with a Reddit community of over 169,000 eyebombing artists/viewers and educators around the world using the concept to teach creativity and empathy in classrooms. Eyebombing became a global sensation, but not overnight.
The Accolades
Eyebombers on reddit
Ranked: Top 1% in size.
Still going strong, and still evolving.
Estimated News outlets
This is a very very low estimation. Unfortunately I did not catalogue them all. Many - the point is moot.
Featured on Google Education Apps
Included in the library of “idea sparks”. A lesson plan that pairs googly eyes with creative writing. The apps are used be institutions worldwide
Seen by millions of people
Stacking up just the global prime-time TV alone, it amounts to a whole lot of people. The Good Morning America average is 4.6 million every day.
The Concept
Eyebombing was rooted in the idea of making the cold, often alienating urban environment more human and approachable. Using only googly eyes, the practice involved placing these eyes on objects like street signs, trash cans, or other forgotten pieces of urban infrastructure. The rules were simple:
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Only googly eyes could be used.
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It must take place in public urban spaces.
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The intervention had to be non-destructive and easily removable.
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The goal was to humanize the streets, and bring sunshine to people passing by.
The simplicity of these rules allowed eyebombing to be both accessible and subversive, offering a subtle critique of urban alienation while bringing joy to those who encountered it.
Cant’ remember the origins on the thrashcan, but the sad boulder on the right is by my absolute favourite Eyebomber Vanyu Krastev
The orchestration of an idea and the necessity of framework
While it’s easy to romanticize the idea of a “spontaneous” viral hit, the reality is very different. Eyebombing didn’t go viral by chance. Behind it were two advertising professionals—Peter and I—who had a solid grasp of what makes an idea appealing and shareable. We didn’t just stumble upon a genius concept; it took deliberate effort, experience, and planning.
The rules, the sense of fun, and the social commentary embedded in eyebombing were not accidental. They were deliberate choices, designed to make eyebombing recognizable and easy to replicate. These rules didn’t just structure the movement; they made it accessible to a wide audience and ensured that it retained its unique character as it spread.
The internet thrives on movements that are simple to understand, easy to replicate, and shareable. Everyone wants to be part of something bigger, to feel a sense of belonging. Eyebombing tapped into that desire— Why not belong to a movement creating smiles and making the world a better place, one googly eyes at a time?
Crafting virality
Nothing goes viral by chance—it takes relentless work, strategy, and an intimate understanding of the digital landscape. In the case of eyebombing, the job of making it go viral was all on me. Back then, the internet was a different world: blogs, RSS feeds, and forums were the epicenters of online culture, long before Instagram and TikTok reigned supreme. Viral content spread organically through these channels, where niche communities and influential bloggers acted as gatekeepers.
Understanding this, I didn’t just sit back and hope for the best. I spent countless hours identifying and reaching out to key blogs like Mashable, Core77, Gawker, and Laughing Squid. Each pitch required research, crafting the perfect message, and repeated follow-ups. Back then, it wasn’t about algorithms or viral hacks—it was about building relationships with bloggers, writing compelling emails, and securing features.
Content discovery relied on personal curation—bloggers were the tastemakers, and their communities trusted their recommendations. Getting featured on the right platforms took weeks, sometimes months, of persistent effort. Unlike today, where an algorithm might boost you to thousands in an instant, virality in the early 2010s meant constant outreach, strategic targeting, and grinding behind the scenes to get the right people to share your idea.
The right people, the right person:
The breakthrough moment – came when Pee-wee Herman, an American pop culture icon, tweeted(yes I wrote him) about eyebombing to his nearly 2 million followers on Twitter. For those unfamiliar with Pee-wee Herman, he is a beloved American character created by actor Paul Reubens, known for his quirky, childlike persona and his hit television show Pee-wee’s Playhouse in the 1980s, which gained a cult following. His whimsical humor and offbeat personality aligned perfectly with the playful nature of eyebombing, making him the ideal ambassador for the movement.
His endorsement acted as a catalyst that propelled eyebombing into the mainstream. Suddenly, thousands of people were exposed to the idea, leading to widespread coverage. At this point I lost track of the bombardment, and let the project move into the wild yonder.
From Streets to Classrooms. How inspired minds keep eyebombing alive.
Just as Pee-wee Herman’s tweet helped eyebombing go viral in public spaces, Lisa Highfill played a pivotal role in expanding the movement into classrooms worldwide. As a Google Certified Innovator and co-creator of HyperDocs, Lisa integrated eyebombing into lesson plans that teachers across the globe now use to inspire creativity and empathy in students.
Through the activity, students place googly eyes on everyday objects and imagine life from the object’s perspective. This playful exercise fosters empathy, sparks creativity, and broadens students’ understanding of art—showing that art can be found everywhere, even in the most ordinary objects.
Educators use eyebombing to encourage critical thinking and help students connect emotionally with their surroundings. Knowing that an idea I co-created is being used globally to nurture creativity and empathy in classrooms is something I’m deeply proud of. What started as a simple street art project has evolved into an educational tool with a lasting impact.
How my life was altered -
and the profound impact of small acts.
Letting go of your creative work doesn’t always mean it lets go of you. Eyebombing sparked a profound personal reckoning within me. Witnessing something I co-created make a real-world impact forced me to confront difficult questions: How am I spending my time? How am I using my talents? What responsibilities do I have to make a meaningful impact?
The catalyst for this shift was a boy named Sam, who was battling acute myeloid leukemia. He lived just 2,959 days, and one of those irreplaceable days was spent eyebombing with his mother in the hospital. In the midst of his unimaginable struggle, eyebombing brought a brief moment of joy and normalcy—a small spark in a dark time.
Sam passed away a year later, at just eight years old.
That realization hit me deeply. Knowing that something as simple as placing googly eyes could bring comfort to a child in such heartbreaking circumstances made me reflect on the broader impact of my work. If something so small could make such a difference, what else could my skills achieve?
Sam’s story became a turning point in my life. It underscored the power and responsibility that come with creating something that resonates with others. His brief but meaningful interaction with eyebombing showed me that our work can reach far beyond what we anticipate, touching lives in ways we can’t predict but must honor.
This shift in perspective led me to a radical decision. I founded RESPEKT, an NGO in Denmark’s poorest neighborhood, to use my communication skills, creativity, and entrepreneurial expertise to make a real difference for marginalized minorities—those often scapegoated in the media.
Sam’s legacy continues to inspire me. His story is a reminder of the profound impact one person can have on others. While not every action will carry the same weight, I remain committed to ensuring that my work matters—enriching lives and fostering positive change.
