Allergan Eyepowerment Campaign
Campaign Video, Social, Website
Eyes speak volumes.
Launching during the Academy Awards, Eyepowerment was a fully integrated campaign that helped Restasis reclaim leadership in the Chronic Dry Eye category following the launch of a high-spending competitor. Targeting the 33 million Americans—predominately women over 50—impacted by the disease, the campaign reframed dry eye as more than a nuisance, positioning it as a barrier to self-expression.
”Before we had our voice, we had our eyes.” With a high-profile launch, iconic, powerful female imagery, and a modern reimagining of the song Bette Davis Eyes, Eyepowerment, in partnership with Melissa Rivers and Dress for Success, drove millions to Eyepowerment.com, ignited a cultural conversation, and empowered women to take their eye health into their own hands—ultimately strengthening both awareness and market position for chronic dry eye and Restasis.
Reggie Award Winner - Silver | CDs: Marianna Ruiz/Brian Wood
