Lasting Masterpieces by AcrySof
Brief
Ophthalmologists consider monofocal IOLs a commodity. They see very little differentiation between the various brands and tend to opt for cheaper IOLs. Alcon wants to develop a revitalisation campaign for the Acrysof IQ monofocal IOL range that changes the conversation from objection handling to a differentiated story that re-invigorates the brand.
Concept
Just like the greatest works of art, the AcrySof IQ monofocal IOL is made to stand the test of time. Great precision and expertise combine to deliver the best outcomes not only in the short term, but more importantly in the long term. This gives ophthalmologists the confidence that their surgeries will be long-lasting masterpieces.
We commissioned painters to paint the eyes of patients around the region who had undergone cataract surgery, with AcrySof lenses in their eyes. The paintings were displayed during Alcon's event in Hong Kong, and will be executed in other countries.
An app was conceptualised as part of the campaign. Ophthalmologists, patients, and anyone who knows someone with cataract can take a picture or upload a photo of their own eyes and have them transformed into a masterpiece through 5 filters. Each filter will be of a different painting style. They can then share their own eye masterpiece via social media channels.
