haleon + seeingai
Haleon is a new brand created by pharma giant GSK to house all their CPG stuff.
SeeingAI is an A.I.-powered app that tells visually impaired people what they’re looking at.
Together, they’re the classic advertising “hat on a hat with a headband on top” situation whose collaboration we were tasked to promote… to the blind.
Which we did so successfully, that it was recognised by D&AD, Cannes, and The One Show.
To target the visually impaired, we worked with Adam Morse, a blind director, on an audio-first campaign.
Our cast of musical toiletries sings all about SeeingAI, in a spot designed to be as earwormy as possible.
It’s dangerous mixing your pharma up if you can’t see or read well. You could end up brushing your teeth with haemorrhoid cream. Or much worse. So playing off the ubiquitous “Always Read The Label” line present on all packaging in the UK, five flagship Haleon products-turned-dancing-puppets serenade you with the solution.
And here’s a making-of video. If you’re into things like how pharma ads are made.
Okay all sarcasm aside, behind the ad is a meaningful campaign – And, more importantly, a permanent solution to a problem that routinely endangers millions.
93% of visually impaired people said they don’t feel health products are accessible enough, and almost 1 in 5 have taken the wrong dosage because they couldn’t read the packaging effectively. So in launching Haleon, we had an opportunity to solve this frankly insanely prevalent issue – right on the packaging itself.
The Access Codes read aloud all important information (in any language) when scanned, instantly making thousands of products accessible and safe, without re-designing packaging or re-stocking shelves.
Agencies need to agency, so here’s the case study video of the larger campaign.
And here’s a demo showing how the Access Codes actually work.