Cannes Lions
INITIATIVE MEDIA, Madrid / JOHNSON & JOHNSON / 2003
Overview
Entries
Credits
Execution
The Acuvue media team studied the historic evolution of the different replies in previous campaigns. After having weighed up all these findings as well as taking into account the novelty of the product (colour contact lenses), the necessary pressure volume was decided upon in order to generate response objectives and model the campaign structure so that objectives could be met as soon as possible.
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