Eyelove - Screen Responsibly / Laptop & Garden (2019) :30 (USA)

Digitas Health debuts “Wing Lady” and “The Stories I Could Tell” digital creative, expanding “screen responsibly” initiative for eyelove® 

Campaign tackles dry eye disease awareness with a light-hearted look at our relationship with devices

Philadelphia, PA — Digitas Health, the Publicis-owned global connected-health agency, is introducing a new creative extension for eyelove®, a dry eye disease awareness campaign for global biotechnology company Takeda. 

Two series of digital videos, themed “Wing Lady” and “The Stories I Could Tell,” are light-hearted, relatable stories featuring talking devices. They are the newest creative extending the eyelove® “screen responsibly” educational campaign that launched in June, spotlighting the connection between screen use and eye health.

“Wing Lady,” a comedic series of 15- and 30-second videos, features a woman and her relentless phone, which tempts her to engage in more screen time with group texts, fitness alerts, social media, games, reality TV, work, and more. 

“The Stories I Could Tell,” a series of 15- and 30-second vignettes featuring a variety of devices shot documentary style, is told from the screen’s first-person perspective. A laptop, a smart fridge, a TV, a mobile phone with a cracked screen, and more - each device tells a candid and cautionary tale of overuse.

All of the spots close with the message “too much screen time can irritate your eyes or lead to dry eye symptoms,” and encourage audiences to chat with an eye doctor.

The spots are debuting digitally on Hulu, Google properties, and programmatic, as well as Facebook, Twitter, Instagram, YouTube, and screenresponsibly.com.

 “We spend a great deal of time looking at our screens, and our eyes feel it. ‘Screen responsibly’ is a message that resonated with us, personally and professionally,” said Michelle Nguyen, Consumer Marketing Lead, Ophthalmics, at Takeda. “That said, the connection between screen use and eye health isn’t stopping us from double-tapping selfies in our stream, or binge-watching our favorite shows. We know there’s humor in that, and it was important to us to represent that in a relatable and fun way. After all, who hasn’t brought her phone into a bathroom? We want people to know that you can love your screens AND your eyes. ” 

“The eyelove® ‘screen responsibly’ platform offered a big place to play creatively,” said Brian Lefkowitz, Chief Creative Officer, Digitas Health. “The team leaned into humor, imagining what screens would say if they could talk. Levity led to quick clapbacks wrapped in friendly reminders to be mindful about screen time rather than finger-wagging about it.”

Scripts were workshopped with the writer’s room at Above Average, a digital content production team owned by Broadway Video, specializing in comedic content.

CREDITS

Agency:                                   Digitas Health

CCO:                                        Brian Lefkowitz 

VP, Group CDs:                        Annie Heckenberger, Peter Foster

ACD/Writer:                            Jon Oliver

Sr. Copywriter:                        Brendan Kelly

Sr. Designer:                           Lauren Greenberg

Director:                                  Kate Halpin

Production Company:             Rogue Productions

Animation:                              Dress Code

CD Motion Media:                  Paul Triggiani 

Editor:                                     Andrew Weigel

Producer:                                Joanna Duffey, Christa Constantine

Production Company:             Cut and Run

Original Music:                       JSM

Sound Design:                         Defacto Sound

Strategy and Content:             Jonah Martinson

Account Management:           Kelly Kvitka, Scott Rumble

Planning:                                 Megaera Harris

Client Partners:                       Michelle Nguyen, Elise Casto

Media:                                     Publicis Health Media