When MyEyeDr asked us to concept and create their first system-wide brand campaign, we knew it would be about more than selling stylish frames. To reach people who didn’t think they needed glasses - or didn’t want them - we created a disease: Resting Squint Face (RSF).
RSF is a vision malady whose side effects include unwanted drama and misunderstandings. To raise awareness and end the epidemic, we created an integrated campaign in the voice of public service announcements and prescription drug advertising.
By showing how the right eye wear could improve your vision and your impression on others, it highlighted MyEyeDr.’s perfect eye care/eyewear balance.