As many as 40% of people who suffer from Dry eye disease choose to ignore the symptoms of this progressive disease that needs to be treated.
We knew they wouldn’t listen to the usual advertising warnings, so in the new campaign for Vizol S we decided to let the eyes do the talking.
DRY EYE DISEASE
DED or Dry Eye Disease is a multifactorial disease that affects a large number of people. Symptoms may include burning, itching, redness, sensation of sand in the eye, increased tearing from the eye, sensitivity to light or thread-like secretions, and the causes are various: aging, hormonal changes, various diseases, medications, contact lenses, screen time, environment…
One of the symptoms of Dry eye is – tearing up. Which is wet. Mixed signals much? – confused copywriter after the briefing.
The disease has a direct impact on the quality of life, so a lot of patients state being tired, lacking concentration, irritation and headaches as symptoms as well.
SENDING OUT AN SOS
Instead of using yet another 3D animation showing the effects of our product, we gave the main role in the campaign to the eyes that are directly affected by this disease. They sent a clear visual and audible signal to their owners with a recognizable communication leitmotif - Morse code, and warned them of the problem.
Dot dot dot dash dash dash dot dot dot / Dot dot dot dash dash dash dot dot dot / Dot dot dot dash dash dash dot dot dot - eyes of a teenager after six hours of gaming.
Campaign is to launch in several European markets after its premiere in Croatia and Slovenia, so we expect a large revival of the Morse code on the old continent.
Vanja Blumenšajn ~ Very Creative Director, copywriter | Vanja Luetić ~ Senior copywriter | Šimun Šitum ~ copywriter | Alen Lipuš ~ Art director | Srećka Gmaz ~ Art director | Iva Kaligarić ~ Strategic Director | Petra Brandt Barišić ~ Account executive
Ivan Grgur ~ Director | Filip Tot ~ DOP | Mia Gvozdić Michl ~ Producer (Eclectica) | Rea Rajčić ~ Producer (Eclectica) | Nikola Zelmanović ~ Photographer
Višnja Bilobrk ~ Global Brand Manager