Novartis wanted to develop a campaign that educated Australian senior citizens about Macular Degeneration. The Misfits were engaged by Ward 6 to produce the key campaign content. As part of a medical educational promotion, the purpose of the film was to drive awareness about the disease and encourage participants to book an examination with their local optometrist.
We developed a live activation at an RSL in Sydney whereby ‘lunch specials’ were presented on a LED board at the entrance. As the viewer was reading the menu, via 3D facial recognition technology, a black spot would appear where their eyes were moving. The participant was then offered more information on Macular Degeneration and encouraged to visit their optometrist for regular examinations.
The campaign engaged GPs nationwide and the video was viewed by thousands of medical professionals interested in the effects of Macular Degeneration.