9. Craft Kancils [9.21b English Copywriting: Campaign]
PENTAX Junior - Optical Lens
iLens Sdn Bhd
Myopia, or more commonly known as nearsightedness, affects approximately 50% of children in Asia. More often than not, it is a condition that goes undetected. The client would like us to inform parents and guardians of this, and encourage them to help their children see with more clarity.
Children typically have over-active imaginations. Using this insight, the agency designed a radio campaign from the perspective of children, by depicting terrifying thoughts a child goes through when they are unable to see with clarity.