Improve Your View
To launch the newly completed family of Biotrue ONEday contact lenses, a distinct and memorable multichannel campaign for eye care professionals and consumers was needed.
Our competitive analysis showed that the category is saturated with images of happy patients looking directly at camera. To intentionally disrupt the industry standard, we chose images with the main figure facing away from the camera. Her eyes can’t be seen. This allowed the eye care professional to experience the view through the eyes of their patients who are unencumbered by problematic contact lenses—a sentiment that resonated strongly in market research.
The inspirational nature-based visuals used in the “Improve Your View” campaign also reinforce the brand’s key message to its lightly-green consumer audience: bioinspired technology that mimics the natural eye provides healthier, more comfortable vision.