Aquoral
Esteve is an international pharmaceutical company focused on developing solutions that improve people’s well-being and quality of life.
Client
Grupo Esteve
Industry
Healthcare / Pharmaceutical
Services
Campaign Concept
Date
2019
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Challenge
Communicate the discomfort of dry eyes in a memorable and visually engaging way while positioning Aquoral as an effective and immediate solution across both traditional and digital media.
The challenge was to transform a functional pharmaceutical product into a concept-driven campaign capable of generating recognition, storytelling and cross-platform adaptability.
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Approach
The creative concept was inspired by the visual language of classic western films, using the dry and dusty atmosphere of the far west as a metaphor for eye dryness and irritation.
The campaign featured a duel between two characters representing the problem and the solution: one struggling with discomfort and blurred vision, and the other confidently resolving the situation by introducing Aquoral.
This cinematic approach allowed the campaign to combine humor, storytelling and product communication through a recognizable and adaptable visual identity for TV, social media and digital formats.
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Solution
Development of a cross-platform campaign system for Aquoral, including a TV commercial, social media content and digital promotional assets.
The visual concept helped increase product visibility through a distinctive and narrative-driven approach, translating the product benefit into a memorable visual experience adaptable across multiple communication channels.