“SUBTITLES”
Cannes Film Short List, LIA Bronze, One Show Bronze, D&AD Wood Pencil, ADDY’s Gold/Silver, CLIO Silver/Bronze, CLIO Health Gold/Silver/Bronze, AICP Winner, Ogilvy Silver, Jay Chiat Grand Prix/Gold/Silver, Webby’s Honoree
According to a study by VSP® Vision Care and market research agency YouGov, nearly 84% of people say vision is the most important sense but only 50% of people get annual exams – reflecting a general apathy surrounding proactive eye health.
To jolt consumers out of passivity, we created the “Subtitles” campaign; first-of-its-kind ads disguised as eye exams. We produced a series of cinematic film trailers inclusive of compelling storylines and shrinking subtitles, ultimately testing viewer’s vision, and ending with a QR code to drive viewers to schedule an eye exam at their local Visionworks office.
Bomb :60
Bed :60