Eye Games
"Eye Games" resonated deeply by turning the mirror on our casual attitude toward eye health.
- Drove 34% increase in eye examination bookings
- Created viral conversations around #EyeGames
- Established a new visual language for eye health awareness
- Transformed Rince Eye Care's brand recognition
Executive Creative Director: Mike Miller
Creative Director: Anthony Eigbe
Deputy Creative Director: Kelechi Uduma, Oladunni Williams
Head Of Art: Samuel Oluwagbemi
Art Directors: Joel Jeff-Onyegbule,Zeloyi Chinye, Paul Akpede, Victor Ubia
Copywriter: David Odey, Simisola Apatira.
Brand Manager: Adata Jaja Allure
The Challenge
Despite increased health consciousness in Nigeria, eye care remains dangerously treated as a game of chance. While people wouldn't dare play with other aspects of their health, they gamble with their vision daily treating their eyes with a concerning casualness. To create awareness for the importance of eye care, X3M Ideas Nigeria partnered with Rince Eye Care, a budding eye clinic in Lagos Nigeria to leverage World Sight Day 2022 and create a #LOVEYOUREYES campaign that expresses the harmful effects of not taking care of one’s eyes. We needed to turn this "playful" attitude toward eye health into a wake-up call.
Our Solution
Led creative direction for "Eye Games" a provocative campaign that turned Nigerians' casual approach to eye care into a stark warning. Using the metaphor of sports games people love, we created striking 3D visuals that showed how treating eye health like a game leads to devastating consequences:
Creative Execution
Directed a series of 3D artworks that transformed familiar sports moments into powerful metaphors for vision negligence:
A leg wearing football cleats kicking an eye, a hand wearing a boxer's glove punching an eye, a hand holding a tennis bat smashing an eye, a hand holding a cricket bat hitting an eye.
By showing how treating eye care as a game leads to losing the ability to watch the games we love, the message was clear: Your eyes aren't playing games – so why are you?
Image Gallery
