Lundberg & co, Sweden have created an ad campaign for Medocular where they give contact lenses the finger. No, really, they do!

Medocular wanted to remind people who have slight sight damage that glasses and lenses aren't the only option out there, some sight problems can be corrected. With this subway and newspaper print campaign, they want to attract people who are really tired of their old lenses and poking fingers in their own eyes.

Rudolph Hahnenberger, CEO at Medocular, is pleased with the campaign: "The image could be seen as provocative, but personally I find it funny and brilliant. The campaign is aimed at people who are tired of their lenses and this finger-image pretty much sums it up." he said to Resume.

Subway poster from the campaign. The copy says that Medocular has saved more than 10,000 people from sight problems.

At the Gävle-agency, the team behind the campaign is - Art Director: Tobbe Röde Copywriter: Tommy Lundberg Account exec: Patrik Anonsen Produktion: Monica Johnson Photographer: Peter Jönsson

Comments (5)

  • Dabitch's picture

    hehehe, that's rather funny to get away with such a big finger-flip shot...

    Mar 03, 2004
  • aiiobo's picture

    With our medical clients we'd never get away with this......

    Mar 05, 2004
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Well they certainly get thier point across. It is an shock value campagin and that was thier goal. I dont see it being as effective in the states. For a company to be taken serious enough to trust your eyes to them they would have to appeal to the 40 and up consumer. Shock value does not work there. Cold hard facts and statistics does.

    Mar 07, 2004
  • aiiobo's picture

    I don't even find it that shocking, and wouldn't call it a shock-value campaign, I reserve strong terms like that for the real shocking things that have no relation to the products (take playstations birthshot when a full grown man is born from a skinny top model, it was gross, and why?). I wear lenses, and the finger used to insert them is the longest one.... So this visual is rather familiar to us.
    And you got your hard facts there, tenthousand peoples vision corrected already. Since its not age-related bad vision they correct I don't think they needed to appeal to the 40 and up. They're not talking about glaucoma but regular nearsightedness.

    Mar 08, 2004
  • CopyWhore's picture

    Funny bit, this. Appropriate. And it's longish copy for an outdoor. Good job, Swedes!

    Mar 08, 2004

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.