CategoryA08. Broadcast Design and Graphics & Digital Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

Although the awareness of eyestrain and its symptoms exist, very few consumers proactively treat them by purchasing appropriate eye drops. In addition, the product has relatively small market share compared to competitors. The objective was to increase product awareness and market share by guiding consumers to realize their own symptoms of eyestrain and suggesting its cure through the use of the product.

The Brief

To communicate the quality of Santen Medical Series, one of the foremost over-the-counter eye drops in the market. To increase sales by appealing product benefits to existing demands and also to potential customers.

How the final design was conceived

We targeted consumers with symptoms of eyestrain and fatigue who do not have the habit of proactively treating them by the use of eye drops. Therefore, we needed to execute an output with impact and a strong impression: The Modern Eye-Strain Folklore Monsters are coming after you! We created stories where monsters caused mischiefs on the fatigued eyes of busy office workers. Through these monsters we illustrated the various symptoms of eyestrain and the product benefits. We then implemented the campaign on touch-points that are heavily used by out target such as commuter trains, websites and smartphones.

Indication of how successful the outcome was in the market

The aggregate sales of Santen Medical Series eye drop far exceeded that of competitor products, and became the top selling product in its price range. In addition, product and general symptom awareness successfully improved, which contributed to the overall sales increase of eye drops in the same price range including that of the competitors.


Name Company Position
Keiichi Tsukada Dentsu Inc. Account Manager
Daisuke Kiniwa Dentsu Inc. Account Manager
Soichi Ono Dentsu Inc. Strategic/Communication Planner
Yohei Fukai Dentsu Inc. Strategic/Communication Planner
Soichi Ono Dentsu Inc. Creative Director
Yukiya Shimba Tyo Creative Director
Tadashi Ura Gleamix Illustrator
Yuko Nishimura Tyo Art Director
Akiko Midorikawa Tyo Production Producer
Ken Tanaka Tyo Production Manager
Masashi Nakayama Tyo Production Manager
Musashi Shinomoto Shortcut Copywriter
Kiyoko Shinmura Shortcut Copywriter
Terumi Takanashi Uttori Copywriter
Ryo Tanigawa Both Graphic Designer
Yuka Taniguchi Freelance Web Designer
Tatsushi Momen Koo-Ki Movie Director
Yasuhiro Kimura Sonicjam Technical Director
Ken Inaoka Invisible Designs Lab Sound Designer
Akihiro Kajita Freelance Photographer