SILMÄASEMA
“PRESBYOPIA”

This campaign might look simple, but we deliberately took a risk to keep it real. Instead of going the traditional route, we set up a casting scenario to capture genuine reactions. Twenty people showed up, thinking they were auditioning for something else. We had them read aloud, hoping someone would struggle with presbyopia. Turns out, most of them did. And every reaction you see in the film? 100% real.

On top of that, we delivered 70 different versions of the films and 60 different print materials to fit screens all over the city — proof that even when a campaign feels straightforward, the execution is anything but.