The drugmaker worked with creative agency BBDO and PR firm Marina Maher Communications to develop the campaign.
The aim is not only to urge people to get regular eye exams, but also to maintain good health, as many other preventable diseases like diabetes can lead to vision loss.
Each of the approaches is valid and more ambitious than a great majority of the campaigns that preceded them.
To drive the point home, the ads even feature an image of an actual case of shingles. The blistering red rash appears on-screen for several seconds.
The drugmaker previously launched an unbranded campaign about lung-cancer biomarkers.
When the vision company needed to demonstrate to parents the plight of children struggling to see, it turned to Olson 1to1 and a 360 video to tell the story.
TV actress Jamie Lynn Sigler shares her experience using the multiple-sclerosis drug in the branded campaign.
The drugmaker still views Instagram as a viable marketing platform, however.
Takeda launched four new superheroes whose lives have been touched by inflammatory bowel disease (IBD), with the help of PR agency Ketchum.
While VR is only just getting started, some marketers are already embracing its potential to offer an immersive experience for far-off future campaigns.
Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.
Ascension worked with several Omnicom agencies on the rebranding push, including FleishmanHillard and Siegel & Gale.
Alexion launched a new superhero-themed awareness campaign to draw attention to four rare diseases that its products treat.
Approximately 10% to 15% of lung cancer patients have never smoked and have developed the disease due to genetic alterations.
The drugmaker expects the multi-channel initiative to lay its foundation in the ophthalmology market.