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“Wing Lady,” a comedic series of 15- and 30-second videos, features a woman and her relentless phone, which tempts her to engage in more screen time with group texts, fitness alerts, social media, games, reality TV, work, and more.
The spots are debuting digitally on Hulu, Google properties, and programmatic, as well as Facebook, Twitter, Instagram, YouTube, and screenresponsibly.com.
“We spend a great deal of time looking at our screens, and our eyes feel it. ‘Screen responsibly’ is a message that resonated with us, personally and professionally,” said Michelle Nguyen, Consumer Marketing Lead, Ophthalmics, at Takeda. “That said, the connection between screen use and eye health isn’t stopping us from double-tapping selfies in our stream, or binge-watching our favorite shows. We know there’s humor in that, and it was important to us to represent that in a relatable and fun way. After all, who hasn’t brought her phone into a bathroom? We want people to know that you can love your screens AND your eyes. ”
“The eyelove® ‘screen responsibly’ platform offered a big place to play creatively,” said Brian Lefkowitz, Chief Creative Officer, Digitas Health. “The team leaned into humor, imagining what screens would say if they could talk. Levity led to quick clapbacks wrapped in friendly reminders to be mindful about screen time rather than finger-wagging about it.”
CREDITS
Agency: Digitas Health
CCO: Brian Lefkowitz
VP, Group CDs: Annie Heckenberger, Peter Foster
ACD/Writer: Jon Oliver
Sr. Copywriter: Brendan Kelly
Sr. Designer: Lauren Greenberg
Director: Kate Halpin
Production Company: Rogue Productions
Animation: Dress Code
CD Motion Media: Paul Triggiani
Editor: Andrew Weigel
Producer: Joanna Duffey, Christa Constantine
Production Company: Cut and Run
Original Music: JSM
Sound Design: Defacto Sound
Strategy and Content: Jonah Martinson
Account Management: Kelly Kvitka, Scott Rumble
Planning: Megaera Harris
Client Partners: Michelle Nguyen, Elise Casto
Media: Publicis Health Media
