MullenLowe Romania becomes the creative partner of Alcon. The first signed campaign is Clear Vision of the Future

MullenLowe Romania is the new creative partner for Alcon, a pharmaceutical company active in the ophthalmic surgery and eye care products market. Within the partnership established this year, the agency will provide multi-channel creative solutions and activations based on data analysis and relevant insights, together with Medic One.

The collaboration started spectacularly at the National Ophthalmology Congress held in October in Sinaia. At the event, MullenLowe Romania, with the support of Medic One, transformed the Alcon booth into a unique experience titled “Clear Vision of the Future”. This activation showcased Clareon, Alcon’s state-of-the-art monofocal artificial lens platform, in a completely new light.

The activation was a vibrant demonstration of creativity and a profound understanding of the industry’s subtleties and the specific needs of the brand. Every detail of the provided experience transformed a simple booth in the exhibition area into a magical experience that perfectly highlighted the premium attributes of Clareon lenses, providing cataract patients with surprisingly clear distance vision and constant functional intermediate vision. The MullenLowe Romania & Medic One combo blended creativity with medical expertise, focusing on both Clareon and Alcon’s fundamental values regarding innovation and quality in the field of eye care products.

With the help of the Surprising Clareoni magician, the future was revealed in an entirely unexpected way, as he anticipated a bright perspective for ophthalmic surgeons in a memorable and interactive manner. Looking into his crystal ball, the magician foresaw a successful future for ophthalmic surgeons: they would have many patients impressed with the clarity of their vision after receiving Clareon monofocal artificial lenses. Thus, the Surprising Clareoni offered all interested ophthalmic surgeons a Clear Vision Of the Future, in which Clareon lenses played a central and directly proportional role in the post-operative delight of patients.

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“Our mission was to convey the attributes of Clareon artificial lenses in the most creative, interactive, and relevant way to specialists in the ophthalmic field, an audience exposed to a variety of messages about visual acuity, cataracts, artificial lenses, procedures, and new technologies. We explored various creative directions for the project that marked the beginning of the collaboration with Alcon, and <> was the winning concept that perfectly encapsulated the attributes of Clareon lenses, turning the activation into a memorable experience for the doctors who attended the National Ophthalmology Congress”, said Florian Langa, Senior Copywriter, MullenLowe Romania.

“Alongside Alcon and the MullenLowe Romania team, we embarked on a fascinating journey where remarkable ideas meet innovation in ophthalmology. With extensive experience in medical communication, we provided support in shaping Alcon’s latest project. The collaboration with MullenLowe Romania in this project is for us a synergy between solid medical knowledge and remarkable creativity. We can say not only that we share Alcon’s vision but also that we transform it into reality in a constantly evolving medical universe”, said Oana Cociașu, Managing Partner, Medic One.

The future looks surprisingly clear: MullenLowe Romanai, with the support of Medic One, sets its sights on the next project with Alcon. Stay tuned!

The teams that created the campaign:

Alcon: Adina Suciu (National Sales Manager), Raluca Crăciun (Advanced Technology Manager), Otilia Grama (Product Manager – Surgical Franchise EE).

MullenLowe Romania: Silviu Antohe (Executive Creative Director), Florian Langa (Senior Copywriter), Mircea Solomiea (Art Director), Oana Chiriac (Traffic Manager), Andra Panaitescu (Client Service Director), Elena Enciu (Account Manager), Andrei Bașa (BTL Manager), Ana-Maria Stoica (BTL Manager).

Medic One: Oana Cociașu (Managing Partner), Corina Sofariu (Account Director).