The Ambition
What if effortlessness, not the instrument, is what moves the whole category?
For two decades, iCare, the Finnish pioneer of rebound tonometry, has worked toward one idea: precision should be effortless enough to reach anyone, anywhere. The IC1000, a handheld device measuring intraocular pressure, a major risk factor for glaucoma, was the moment to say it out loud. Not just a better device, but a new era of eye care.
From positioning to production
We worked with iCare from strategy to screen. We built a new positioning that shifts the story from the instrument to effortlessness, and created the creative concept to carry it. From there we developed the key messaging and visual world, and produced the launch film. The result gives iCare one consistent story for every channel, from the stage to sales.
ICARE
Launch strategy / Positioning / Creative concept / Messaging / Film production / Product imagery / Keynote presentations
Industry: Health Tech
The AGENCY
An entire category in sight, and no one has claimed it.
Eye care has long accepted one way of doing things. The precision was already there. What no one had claimed was ease. When measurement becomes effortless, precision can reach more clinicians, more settings and more patients.
The idea is simple: keep the precision clinicians already trust, and make it effortless.
For the clinician, measurements to trust whoever holds the device. For the patient, no anesthesia and no air puff. For the clinic, a seamless workflow. For eye care, a new perception. It all comes together in one line: iCare IC1000.
Precision made effortless.
THE FILM
Unravel the story of effortless precision reaching the perception the world needs.
The launch film portrays the small wonder of the IC1000 enabling perception. In every setting. To every patient. Making the measurement truly matter.
THE DESIGN
The narrative to carry the momentum on stage.
Events and keynotes bring the story to the clinicians and key opinion leaders the category listens to, sharing iCare's vision for the future of eye care, one stage and one conversation at a time.
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can you get?
How big
can you get?
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