Regeneron and Intouch Solutions
A Beautiful Pair
Eylea, which treats certain types of retinal diseases that include neovascular age-related macular degeneration (wet AMD) and diabetic macular edema, wanted to motivate patients to take back control of their vision.
Extensive research and patient insights informed a campaign that has plenty of stopping power, while conveying the disease state in a fun and unique way. Patients worry about missing out on life’s moments and potentially losing their independence. So the print ads speak to those already looking for ways to lead a healthier life and also wanting to continue their desired interests and activities despite visual challenges.
The key insight — that love is a more powerful emotion than fear — led to the creation of a pair of lovable eyes. Everything in this campaign is 100% handcrafted through stop-motion animation. (The 60-second TV spot features about 1,600 still photos stitched together seamlessly, for example.) And each setting, character and item was built from scratch. Activities portrayed are based on all the things the target audience enjoys participating in. Additionally, important details such as speed of movement were carefully designed to accommodate those with retinal disease.
In addition to the print ads honored here, the campaign includes an immersive multichannel universe composed of TV, website, high-impact digital media, a YouTube channel and a chatbot named Lea.
Through just five months, the results have exceeded expectations, with three times the projected return on investment and a 565% increase in website visits.
Sponsored by: Calcium
