Advertising campaign: Мені і так нормально
More than half of Ukrainians need correction of the eye-sight, but they do not solve this problem.
Luxoptica asked us to help these people: make sure they check their eyesight. The study identified the problem - the person continues to create inconvenience and torment, rather than deal with it. We started to realise the reason for indifference to their health.
If you count the total eye-sight in Madcats, it will be around -100500, so the focus group was led by the bespectacled co-workers with considerable experience and extensive expertise in a “short-sight”. Consilium decided that the vision drops gradually, day after day, and the person does not have time to notice the changes.
We spotted the insight familiar to anyone who sees poorly: “I know that I need to check my eyesight, but my hands cannot reach the issue. And it's ok. "
Instead of advertising Luxoptika, we overexaggerated the problem to the point of absurdity by proposing to solve it with the help of goofy gadgets.
In the Teleoko exclusive TV shop, sexy Mykola Lutsenko suggests buying “vision correction” devices for those who are okay: colorful patches for stretching the eyes “Shchurini Model X”; iCap rubber cap and practical “W12 Zoomer”. In order to buy a gadget, you need to call the hotline and go to teleoko.com.ua (in fact, sign up for an eye test).
By the way, if you scroll the monitor with your nose while reading the case, but you don’t want to wear glasses, because it’s okay – go ahead and check your eyesight.
We appreciate the assistance of Violeta Vanchuk and Anna Belichenko throughout the project.
Director: Alexey Taranenko
Operator: Sergey Voronin
Producer: Yevgeny Timoshenko, Sergey Voronin
Postproduction, Flowerrekkiya: Roman Zinaenkov
Artist: Marina Traskovskaya
Director: Marek Rolyuk
Gaffer: Anush Akhtarniya
Illuminator: Alexander Gomon
Dolly Grip: Dmitry Mamtsev
1AC: Taras Skripnik
Make-up artist: Christina Frost
Dresser: Anna Demidova
Sound engineer: Vasily Gudz
Creative director: Gleb Petrov
Art-directing: Vik Vatamaniuk
Design: Olya Kuzovkina
Copywriting: Emile Gorodetskiy, Alisa Revnova, Vlad Volochai