Introducing Generation Screen. No matter where they live in the world, the one thing that unifies them is their screen-centric lifestyle. They spend their days flitting between devices but have little or no understanding that screen time leads to dry eyes - a common condition that occurs when your tears aren't able to provide adequate lubrication for your eyes. True story!
However, staring at screens may cause dry eyes, but that doesn’t need to be a hindrance any longer. Because this Systane campaign takes screen time and gives it a positive spin.
This brand campaign celebrates everything great about Generation Screen while showing that Systane can help them look after their eyes and stay connected with everything they love.
This photography-driven campaign focuses on the human face. The desired effect is to create the impression that the subject is looking into their screen and the viewer of the ad is seeing what a screen would see.