Eye Mo - Don't Let Your Eyes Go Dry

Early 2014. Singapore was hot, dry, and hazy. To encourage Singaporeans to protect their eyes against the conditions, Eye Mo – an anti-irritant eye moisturizer, partnered with a local Chinese calligraphy artist. The purpose: to draw a huge calligraphic eye – directly onto the pavement. Singapore, known for its restrictive outdoor advertising, was the perfect location. As the beautifully painted eye dried out in the hot sun, we announced our multi-lingual message: “Don’t let your eyes go dry. Use Eye Mo.” Drawing with water enhanced our message in a culturally rich way – and didn’t leave a trace, except in hearts and minds.

This campaign was highly awarded in 2014.

Cannes Lions:

Silver Health Lion – PR

Bronze Health Lion – Outdoor

Shortlist – Integrated Campaign

Shortlist – Direct, Promo & Activation

Spikes Asia:

Gold Spike – Healthcare OTC Applications

Bronze Spike – Healthcare OTC Applications

The Global Awards:

Global Award – Advertising to Consumer: OTC Products

Global Award – Best Use of Media: Integrated Campaigns

Global Award – Art and Technique: Cinematography

Finalist – Best Use of Media: Online Media

Finalist – Art and Technique: Original Music

Calligraphy finds inspiration in the most unexpected places.

Singaporean calligraphy artist, Alew Liew, brings us into his world as he sheds light on the significance and philosophy of the master brush stroke. We are taken off the page, discovering his personal evolution from black ink to the momentary and fleeting nature of water.

Shot in dry, hot, and hazy Singapore. Here, local water calligraphy artist Alew Liew took to the streets, creating a visual for just a fleeting moment. Discover just what he drew. One little hint: It reminds the people of Singapore to not let their eyes go dry -- with Eye Mo. Enjoy!

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