Client: Bausch + Lomb Biotrue® MPS (Multi-Purpose Solution)
Vice President, Marketing: Chris Marschall
Senior Brand Manager, Lens Care: Jenn Troast
Agency: Digital Pulp
Partner/Chief Creative Officer: Gene Lewis
Associate Creative Director: Katherine Vidal
Account Director: Amanda McCormick
Management Supervisor: Marissa Cinelli
Account Executive: Rachel Rottenberg
Creative Partner/Production: Sweet Sadie
CD/ EP: Rachel Lederman
EP: Xavier Melendez
CD/Writer: Jay Sandusky
Director: Stephen Pearson
DP: Noah David Smith
AD: TJ Sansone
Producer: Will Tatum
Production Designer: Ryan Cooper
Art Director: Mike Blain
Wardrobe: Heather Howard
Editor: Yvette Choy
VFX: Eddie Wiseman
Sound Design: Pomann Sound, Bob Pomann and Rich Cerbini
Colorist: Matthew Rosenblum
Description:
The campaign once again brought together an award-winning team of creatives, from concept through post, to deliver broadcast quality videos for digital channels; it included Sweet Sadie writer Jay Sandusky, and director Stephen Pearson, among others. The videos appear in pre-roll, on Hulu and social channels including YouTube, Facebook and Instagram.
According to Chris Marschall, Vice President, Marketing, Bausch + Lomb, “Last year’s campaign allowed our Biotrue® brand to develop entertaining spots that delivered impressive results - more than 361 million media impressions, 86 million completed video views, over 7 million social engagements, and more than 1 million visits to the brand’s website, BiotrueSolution.com. We also saw a sizeable uptick in purchasing and consumer awareness – helping the brand grow by double-digits over the last several years. We expect the new 2017 campaign to continue to build on that success, and we thank Digital Pulp and Sweet Sadie for helping to meld the brand strategy and creative execution together so flawlessly.”
Gene Lewis, Chief Creative Officer at Digital Pulp, said, “Bringing key consumer insights to life in a relatable way was critical with this campaign – we needed to demonstrate that Biotrue delivers 20 hours of continuous moisture and that contact lenses that can’t be worn all day long simply don’t jive with today’s screen-inundated life.”
“As with the first campaign, our goal was to create situations that are funny in real life, and feel relevant and in the zeitgeist without being too ubiquitous,” adds Sweet Sadie Founder/ECD Rachel Lederman. “Bausch + Lomb is a dream client - bold and willing to find that lightning in a bottle - those magic moments - as they happen. Together with Digital Pulp we were able to build on the trust we established last year to deliver stellar work. I can't wait to see what the future holds.”
An important facet to achieving authenticity in the spots was diversity; another was casting actors experienced in improv who could effortlessly weave in real world elements to the situations. The scripts were written to provide latitude in terms of developing small moments of relatable comedy. Originally concepted with one person in each situation, additional roles were added for improvisational punch, and brought to life by noted comedy director, Stephen Pearson.
In addition to Digital Pulp and Sweet Sadie, several other partner agencies have collaborated on the Biotrue consumer campaign throughout the years, including Maxus, IC Group, Helen & Gertrude and Brand Networks, who continue to support the brand today.