This Campaign Scares the Crap Out of You to Keep Your Eyes Healthy

Every Twenty Minutes, Watch Out

Published on

Editor's Pick

It seems eye care is a hot creative muse these days. Recently, Georgetown Opticians debuted this fabulous film about an eyeglass-crazy family who seems straight out of Wes Anderson's universe. United Healthcare also hooked a cute love story around a contagious eye condition. Now, optical health is at the heart of this unusual -- and frightening -- digital campaign out of Belgium agency Famous for the Belgian Opticians and Optometrists Association.

The organization has debuted Eyescare, a desktop app that attempts to help computer users treat their eyes better -- by freaking them out. Once installed, the app promises to flash a frightening image on users' screens every twenty minutes -- that's the time eyecare professionals recommend desk jockeys look away from their computers in order to properly rest their eyeballs. The campaign happens to debut just in time for Halloween, but more importantly, it promotes World Eyesight Day and Belgium's National Eye Health Week. The app can be downloaded for Mac or PC via the Eyescare site.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Oct 09, 2015
Famous Brussels
Belgian Opticians and Optometrists Association
Executive Creative Director:
Katrien Bottez
Digital Creative Director:
Laurent Dochy
Diederik Jeangout
Bert Vermeire
Stijn Huybrechts
Ken Wuytack
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age