FYidoctors
Hidden Reminders Campaign
For back-to-school, we reimagined vision care as an essential part of the season through playful, insight-driven creative. Hidden Messages is not about signs or symptoms, but about children giving exciting hints about getting their eyes tested or new glasses.
ABOUT
THE PROJECT
Project Type:
[Digital Campaign + In-Clinic Collateral] [2023]
Back to school is a season of replenishment but its effects are draining on parents. Every year back to school gets a little more expensive so parents aren’t naturally thinking about eyecare or eyewear in this critical retail season. As kids head back to the classroom, we want to steal share of the optical market by positioning FYidoctors as a core part of this annual routine.
“Hidden Messages” transformed everyday artifacts of play into a full-funnel campaign spanning TV, digital, social, PR, and in-store activations. Using in-house photography and clever visual storytelling, we connected with parents during key shopping moments and brought a fresh, joyful perspective to eye exams. The campaign helped turn an often-overlooked category into a memorable back-to-school priority.