Following last year’s successful Biotrue® contact lens solution campaign, Bausch + Lomb reunited with long-time digital agency partner Digital Pulp and creative partner Sweet Sadie to craft and produce a new series of “Biotruth Moments” — comically awkward moments that can occur when contact lenses tire before you do. This year’s campaign focuses on the omnipresence of screens in our daily lives, from potential dating app mismatches, to harmless-but-disruptive screen obsession mishaps, to a fantasy football misfiring.
The campaign once again brought together an award-winning team of creatives, from concept through post, to deliver broadcast quality videos for digital channels; it included Sweet Sadie writer Jay Sandusky, and director Stephen Pearson, among others. The videos appear in pre-roll, on Hulu and social channels including YouTube, Facebook and Instagram.
According to Chris Marschall, Vice President, Marketing, Bausch + Lomb, “Last year’s campaign allowed our Biotrue® brand to develop entertaining spots that delivered impressive results – more than 361 million media impressions, 86 million completed video views, over 7 million social engagements, and more than 1 million visits to the brand’s website, BiotrueSolution.com. We also saw a sizeable uptick in purchasing and consumer awareness – helping the brand grow by double-digits over the last several years. We expect the new 2017 campaign to continue to build on that success, and we thank Digital Pulp and Sweet Sadie for helping to meld the brand strategy and creative execution together so flawlessly.”
Gene Lewis, Chief Creative Officer at Digital Pulp, said, “Bringing key consumer insights to life in a relatable way was critical with this campaign – we needed to demonstrate that Biotrue delivers 20 hours of continuous moisture and that contact lenses that can’t be worn all day long simply don’t jive with today’s screen-inundated life.”
“As with the first campaign, our goal was to create situations that are funny in real life, and feel relevant and in the zeitgeist without being too ubiquitous,” adds Sweet Sadie Founder/ECD Rachel Lederman. “Bausch + Lomb is a dream client – bold and willing to find that lightning in a bottle – those magic moments – as they happen. Together with Digital Pulp we were able to build on the trust we established last year to deliver stellar work. I can't wait to see what the future holds.”
An important facet to achieving authenticity in the spots was diversity; another was casting actors experienced in improv who could effortlessly weave in real world elements to the situations. The scripts were written to provide latitude in terms of developing small moments of relatable comedy. Originally concepted with one person in each situation, additional roles were added for improvisational punch, and brought to life by noted comedy director, Stephen Pearson.
In addition to Digital Pulp and Sweet Sadie, several other partner agencies have collaborated on the Biotrue consumer campaign throughout the years, including Maxus, IC Group, Helen & Gertrude and Brand Networks, who continue to support the brand today.
About Bausch + Lomb
Bausch + Lomb, a Valeant Pharmaceuticals International, Inc. company, is a leading global eye health organization that is solely focused on protecting, enhancing and restoring people’s eyesight. Its core businesses include over-the-counter supplements, eye care products, ophthalmic pharmaceuticals, contact lenses, lens care products, ophthalmic surgical devices and instruments. Bausch + Lomb develops, manufactures and markets one of the most comprehensive product portfolios in the industry, which is available in more than 100 countries.
About Digital Pulp
Digital Pulp designs interactive experiences around people; we get to the heart of a brand’s truth and translate it into one powerful, beautiful and simple digital experience for people. We approach all copy, images, videos, and interactive experiences as opportunities for people to relate to a brand. Our clients include,Bausch + Lomb, Quest Diagnostics, Visiting Nurse Service of New York, University of Virginia, NYU and Columbia University. Visit our website at www.digitalpulp.com.
About Sweet Sadie
Part agency, part production company, Sweet Sadie draws upon experience in advertising and entertainment to develop broadcast quality media for the digital age. We are a nimble partner who works with clients from concept through the delivery of groundbreaking and strategic communications for clients in automotive, lifestyle, fashion, food and beverage brands, and more. The studio also collaborates with network and theatrical clients for promotional campaigns and experiences. Our hands-on philosophy translates into a thorough, thoughtful and enthusiastic creative partner. Sweet Sadie: We sweeten every project we touch.
