Chronic Dry Eye is a disease that predominately impacts women over the age of 50. Those who suffer from this condition blink three times more often than those with normal eyes, and often send unintended emotional signals like disinterest, dislike and dishonesty. Following the launch of a high-spending competitor, Allergan needed a breakthrough campaign to grow the category and reclaim the leadership of Restasis, a treatment for Chronic Dry Eye.
To help women show the world their true selves, we created Eyepowerment, a fully integrated campaign built around the emotion of the eyes. Launched during the Academy Awards, it elevated the issue of dry eyes by showing women that it was not just a nuisance, but a condition that could hold them back from showing who they really are. The campaign drove consumers to eyepowerment.com where they could learn more about dry eyes and join the movement.
CREDITS: Brian Wood, CD/AD; Marianna Ruiz, CD/CW; Jasmin Whitmore, CD/AD; Mary Beth Adduci, CD/CW; Karin Rose, CD/AD; Matt Stiel, Senior Art Director; Noah Brennan, Art Director/Designer; Julia DeVos, GCD/AD; Liz Taylor, CCO