Good for you. Your eye check-up.
Preventive care as a brand system
Preventive care as a brand system
SERVICES
SERVICES
Rebranding, Campaign Development
Rebranding, Campaign Development
CLIENT
CLIENT
Fielmann Group
Fielmann Group
Agency
Agency
Inhouse
Inhouse
CREATIVE TEAM
CREATIVE TEAM
Hanna Simmons (Copy/Concept))
Hanna Simmons (Copy/Concept))
ILLUSTRATOR
ILLUSTRATOR
NICESHIT STUDIO
NICESHIT STUDIO
Year
Year
2024
2024
PRODUCTION CREDITS +
Preventive eye care rarely feels urgent. Most people only think about their eyesight once problems already appear. “Good for you.” was developed to reposition the Fielmann Eye Check-Up as part of a more modern and everyday understanding of personal wellbeing. Not clinical or corrective, but approachable, positive, and easy to integrate into daily life.
Preventive eye care rarely feels urgent. Most people only think about their eyesight once problems already appear. “Good for you.” was developed to reposition the Fielmann Eye Check-Up as part of a more modern and everyday understanding of personal wellbeing. Not clinical or corrective, but approachable, positive, and easy to integrate into daily life.
Challenge
Challenge
The challenge was to make preventive eye care feel relevant before problems occur. At the same time, the communication needed to move away from traditional medical aesthetics and work consistently across a growing number of channels and touchpoints.
The challenge was to make preventive eye care feel relevant before problems occur. At the same time, the communication needed to move away from traditional medical aesthetics and work consistently across a growing number of channels and touchpoints.
Approach
Approach
The campaign deliberately avoided clinical imagery and technical product communication. Instead, the focus shifted toward a warmer and more lifestyle-oriented visual language developed together with NiceShit Studio.
Illustration became the core of the system. Bright colors, approachable characters, and everyday situations created a more human entry point into the topic while remaining flexible enough to scale across film, social, POS, print, and digital formats.
The animated film followed a protagonist through her daily routine, positioning the eye check-up as a natural part of everyday self-care rather than a medical interruption.
The campaign deliberately avoided clinical imagery and technical product communication. Instead, the focus shifted toward a warmer and more lifestyle-oriented visual language developed together with NiceShit Studio.
Illustration became the core of the system. Bright colors, approachable characters, and everyday situations created a more human entry point into the topic while remaining flexible enough to scale across film, social, POS, print, and digital formats.
The animated film followed a protagonist through her daily routine, positioning the eye check-up as a natural part of everyday self-care rather than a medical interruption.
My Role
My Role
Strategy and concept development together with Hanna Simons. Creative direction across the full campaign system including illustration supervision, film, POS, digital, print, and post-production across all formats.
Strategy and concept development together with Hanna Simons. Creative direction across the full campaign system including illustration supervision, film, POS, digital, print, and post-production across all formats.
Impact
Impact
340,000+ Eye Check-Ups completed. 60,000+ potential eye health issues identified. Beyond driving adoption, the project established a scalable illustration system and communication platform that continues to support Fielmann’s preventive care offering across Europe.
340,000+ Eye Check-Ups completed. 60,000+ potential eye health issues identified. Beyond driving adoption, the project established a scalable illustration system and communication platform that continues to support Fielmann’s preventive care offering across Europe.
