In Japan the growing number of people suffering from eye trouble follows the increase in Internet use. One of the best-known brands of eye drops in Japan, SMILE, is especially designed to treat tired eyes.

To promote SMILE, we developed banner ads with a message warning Internet surfers not to over work their tired eyes. These banners popped up late at night.When a user moved the cursor across the banner, the screen blurred as though the user were peering through really fatigued eyes.