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Client

JGL

Brand

Vizol S

Date

March 2021

Category

Fashion, health and beauty

ARE YOUR EYES SIGNALING YOU?

IdejaX 2021 Health and farmacy: gold
IdejaX 2021 Film: finalist

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.

+7 more

Credits

Señor

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

ASSOCIATES

Ivan Grgur ~ Director | Filip Tot ~ DOP | Mia Gvozdić Michl ~ Producer (Eclectica) | Rea Rajčić ~ Producer (Eclectica) | Nikola Zelmanović ~ Photographer

JGL

Višnja Bilobrk ~ Global Brand Manager

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This campaign will be marked by one of my most discreet, but just as dear, cameo roles.

Vanja Blumenšajn - Very Creative Director

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Good copy travels fast. Even faster if it's on Morse code.

Vanja Luetić - Senior copywriter

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Despite the masks, Višnja's eyes signaled us we have the right idea even during the first presentation.

Iva Kaligarić - Super Managing director