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.
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More