Keep blurry sight at arm’s length
Get close to what you hold dear again
The opportunity
Many conditions are quietly suffered. Take those people with presbyopia. They often have to stretch, crane, and squint to see clearly. It’s frustrating, time-consuming, and can mean they miss out on simple joys of everyday activities. How do you show sufferers you get what they are living with?
The Idea
We exaggerated their struggle to empathise with the discomfort and frustrations of our audience, positioning the eyedrop treatment as the way back to clarity and relief.
Why it works
Vibrant and unique to grab attention
Stands out against standard, cliché imagery used by eyedrop brands
A witty, identifiable approach to the struggles that every sufferer can relate to
Better outcomes, stronger returns
This wholehearted understanding of the customers' daily struggles transforms the perception of an eyecare brand, showing that behind the bottle are humans who really ‘get it’ and have developed solution to their problems. Moreover, it stands out from overly-clinical competitors driving memorability, click-through and purchase.