OPTI-FREE PUREMOIST

National brand campaign

When your eyes get irritated, it’s easy to blame your contacts. But it really has more to do with how you clean them.

So how did we convince a skeptical target audience to switch to a better contact lens solution? Easy. We made up a fake disease with very real consequences: Irritating Lens Face (ILF).

Then we spread the word through online videos, digital, print, social, and a sweepstakes.

Credits: creative director, writer