Johnson & Johnson Vision

J&J Vision, the team behind the Prioritize Your Eyes campaign, needed a case study that stood out from the rest of the 2021 Burke Awards applicants.

Audience

Burke Awards judges who are used to seeing the same animated case studies again and again.

Insight

Consumers with 20/20 vision weren’t willingly avoiding the eye doctor — they genuinely didn’t realize the need for preventative eye check-ups.

Strategy

Satirical late-night programs like “The Daily Show” routinely highlight important issues the public needs to know about. Using these comedic tropes, we’ll show how the Prioritize Your Eyes campaign taught consumers that, when it comes to eye care, ignorance isn’t always bliss.

Single-minded Idea

A Big Problem Nobody Sees

Execution

A deep-dive expose after the manner of news-satire show Last Week Tonight with John Oliver.