Title | OPTREX SCREEN EYES |
Brand | RECKITT BENCKISER |
Product/Service | OPTREX ACTIMIST SPRAY |
Category |
A03. Fast Moving Consumer Goods |
Entrant
|
HAVAS LONDON, UNITED KINGDOM
|
Idea Creation
|
HAVAS LONDON, UNITED KINGDOM
|
Media Placement
|
ZENITH London, UNITED KINGDOM
|
Production
|
OUTSIDER London, UNITED KINGDOM
|
Production 2
|
FINAL CUT London, UNITED KINGDOM
|
Production 3
|
ABSOLUTE POST London, UNITED KINGDOM
|
Credits
Ben Mooge |
Havas London |
Executive Creative Director |
Elliot Harris |
Havas London |
Creative Director |
Jade Andrews |
Havas London |
Creative |
Masha Shukkore |
Havas London |
Creative |
Ainhoa Wadsworth |
Havas London |
Business Director |
Charlotte Lawrence |
Havas London |
Agency Producer |
Anya Williams |
Havas London |
Agency Producer |
Mary Musasa |
Havas London |
Agency Producer |
Maggie Roberts |
Havas London |
Project Manager |
Owen Harris |
Outsider |
Director |
Joesph Taussig |
Outsider |
Producer |
Sy Turnball |
Outsider |
Director Of Photography |
Amanda Jones |
Final Cut |
Editor |
Owen Saward |
Absolute |
Special Effects Computer Graphics |
Belinda Grew |
Absolute |
Post Production |
Brief Explanation
The film seeks to change behaviour by establishing 'screen eyes' a 'condition' that occurs when you stare at screens for a prolonged period of time. This is because you blink 60% less when looking at screens which results in a dry feeling in your eyes. Optrex’s ActiMist 2in1 Dry + Irritated Eye Spray is positioned as the solution to this sensation. In order to convey this message, the people featured in our spot who are going about their everyday lives in this ‘screen eyes world’, have developed eyes in the shape of screens. These screens disappear upon using Optrex Actimist; Which 're-sets your screen eyes' by restoring your eyes natural balance, so you can carry on as you were. It was important to Optrex not to ask consumers to cease screen use as this felt counter-intuitive, instead Optrex seeks to equip consumers for this very modern issue.