As Covid restrictions begin to ease across the UK, Spring is in the air, which means it’s hay fever season! Cue Optrex and their striking new ad campaign aimed at allergy sufferers. Created by Havas London, with music and sound by Lemonade’s Yellow Boat Music.
The ActiMist ad, Open Your Eyes to Spring, “dramatises the symptoms of hay fever through an arresting caricatured series of eyes – watery, itchy, puffy and bloodshot – illustrated by director Adam Bolt via production company UNIT9 and brought to life by make-up artist and body painter Claire Dimopoulou. Background scenes are similarly painted and static – until the sufferers alleviate some of their discomfort with Optrex ActiMist, causing their freakish painted eyes to fade away and scenes to spring to life as real footage.
Dave Mygind, Creative Director at Havas London, says:
“This social campaign signals a fresh direction for Optrex’s annual hay fever offering. We’ve created a living and breathing campaign with four different hay fever looks that, alongside targeted messaging, can evolve and change based on types of hay fever and events throughout summer. All wrapped up in a beautifully crafted and well executed creative idea that we’re so proud of.”