CONTEMPLATE – See Life Without Borders

Campaign: “CONTEMPLATE – See Life Without Borders”

Client: ÍCONE – Institute of Eye Surgery of the Northeast

Objective:
To promote the advanced ophthalmological services of the ÍCONE Institute, highlighting grade correction as a means to provide a barrier-free vision and emphasizing the freedom that clear sight can bring.

Challenge:
In a saturated market with various ophthalmological clinics and surgery centers, it was imperative that the campaign stood out, conveying trust, expertise, and the sensation of renewal. Recife, being a major medical hub in Brazil, already had several renowned institutions in the ophthalmological field.

Solution:
Using a striking image of an individual with arms outstretched against a vast, breathtaking landscape, the campaign sought to evoke feelings of freedom, expansiveness, and possibility. The clear, open horizon stands in direct contrast to the barriers impaired vision can create, urging viewers to consider the benefits of undergoing grade correction at ÍCONE. The slogan “See Life Without Borders” strengthens this message, and the presence of the ZEISS brand – a global reference in lenses and optical technology – serves as a seal of quality and trust.

Result:
The campaign was well-received by the target audience in Recife, leading to a significant uptick in consultations and grade correction procedures at the ÍCONE Institute. The carefully crafted graphic design not only helped bolster the institution’s image as a leader in ophthalmological services in the Northeast but also reinforced the central message of freedom and possibility that clear sight can provide.

Credits:
Graphic Designer/Art Director: Romero Melo
Agency: Fishy