DDB Remedy were approached by Excedrin to create a AR app as an empathy piece.
‘Through the Eyes’ is a campaign idea built on the insight that to truly understand the pain of migraine, we must look and see the world through the eyes of a migraine sufferer. It reflects and encapsulates Excedrin’s position as ‘The Head Pain Expert’, differentiates them in the market, and is the common thread that ties together the visual executions of the campaign collateral across TV, online and print.
The ‘Through the Eyes’ idea is all about demonstrating empathy with migraine sufferers. It shows that Excedrin understands migraines and acknowledges what sufferers go through, by communicating it through their eyes, from their point of view.
We developed a AR app which when viewed through google cardboard used the phones front facing camera to manipulate the view to simulate the effects of a migraine for the viewer.
AGENCY: DDB Remedy
PRODUCTION HOUSE: Happy Finish
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