How do you get lens wearers who always run dry, to stop feeling compromised?

Running on empty. Advancements in technology and social media platforms have contributed to more of us socialising or working beyond what would be considered normal hours. As a result, lens wearers live lifestyles where days run into nights. A recent study showed that a majority of daily disposable lens wearers admit to living with daily compromises, where their lenses start to feel dry and uncomfortable before their day is done.

Refreshingly simple. We were challenged to think differently with Biotrue^® ONEday, a daily disposable lens that maintains almost 100% moisture for 16 hours. Our brief was to simplify some of the more complex aspects behind the moisture-retaining technology, while focusing more on getting lens wearers to feel refreshed.

Natural flow. We designed the key campaign visual to be synonymous with moisture to emphasise the brand’s ‘natural’ credentials. This coincided with a summer outdoor campaign launch in bus shelters and instore practice posters across central London.