Alcon

Leo Burnett/Arc *Lead Agency

Jodi Katz, Senior Producer
Janet Cohen, Senior Producer
Krista Maki, Art Director
Jenny Bennett, Account Director
Brad Black, SVP Account Director
Michelle Weed, Creative Director
Jeni Brendemuehl, Sr Art Director
Kristen Grzych, Account Director
Alyce Iwanaga, Account Supervisor
Shawn Farrell, SVP Creative Director

Starcom

How do you make parents and retailers pay attention to your eye care brands when they are not part of the shopping list during Back-to-School season? By creating an activation born from an unacknowledged insight that your eyes are the most important learning tool; not your typical "school supplies." Alcon partnered with the nation's biggest Back-to-School destination, Walmart, to help parents set their and kids up for success by supporting their kids most powerful learning tool (their eyes). This program featured a charming eBook, and leveraged an experience-based, omni-channel approach to reach parents and kids and bring the importance of eye care into focus. To date, this program has delivered a 262% increase in sales vs the previous year, has led to a +3.5% increase in share, and more importantly shed light on the importance of eye care in setting kids up for academic success.