the dry eye crew
Dry Eye Crew campaign
The Optive family of products for dry eye relief had little global recognition. Our client challenged us to make the invisible visible. Making a global impact would take more than a single idea though. It took a whole crew of characters…the Dry Eye Crew: dryness, burning, stinging, tearing and our hero character, Clear Eye Guy. This visionary campaign dramatically transformed product recall across markets and brought home a Clio Award.