Eyelove - Screen Responsibly / “Wing Lady” games etc (2019) :30 (USA)

Campaign tackles dry eye disease awareness with a light-hearted look at our relationship with devices
 

“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