Optrex: From dry eye to screen eyes

Optrex, an eyecare brand, grew its market in the UK by launching a campaign showing a series of characters with screens for eyes, turning dry eyes into Screen Eyes.

Campaign details

Brand: OptrexClient: Reckitt Benckiser Agency: Havas London

Summary

If you asked anyone how important their vision is, it's likely they'd say 'very'.

Yet if you asked them what they do for their eye health, it's likely they'd say 'nothing'.

For Optrex, this was a massive problem. As the leading eye health brand, we needed to grow the market, and to grow the market we needed to find a way to make the world truly care for the health of their eyes. Not just say they care, but act.

How do you make people act? You...

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