Being diagnosed with cataracts can feel like being condemned to old age. Patients can feel helpless and resigned - leading to a shortcut decision to a basic lens. The standard option is replacement with a monofocal lens (which may require glasses1,2,3 for near and intermediate distances).

But patients actually have much more choice than that. An extended vision lens from Alcon provides excellent distance and intermediate vision, as well as functional near vision, reducing the dependency on glasses1.2.3 It's surgery that not only fixes people's vision, but it can also reignite their zest for life.

Our direct to patient launch campaign showed a series of activities that would have been near-on impossible before the surgery, such as painting a landscape or navigating a tricky mountain path.

We captured the renewed 'joie de vivre' of that moment in a beautiful typographic rendering of a single, emotionally-driven word against a burst of vibrant colour. This emotional approach resonated brilliantly with our audience across digital, social and print media.

What’s impressive about this program, is that it was co-created with all key stakeholders from Alcon across the globe, as well as media partners, from the initial strategic territories to the final creative output.

In the client's own words, it’s a wonderous campaign and boy does it deliver some impressive looking results.

Results in our initial key market, Germany, showed that elevating the story beyond product efficacy and making an emotional connection really resonated with people.

1. Please refer to relevant product direction for use for list of indications, contraindications and warnings.

2. Alcon Data on File, TDOC-055575. 09 April 2019.

3. Alcon Data on File, TDOC-055576. 23 July 2019.