Good for you. Your eye check-up.
Rebranding, Campaign Development
Fielmann Group
Inhouse
Hanna Simmons (Copy/Concept))
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
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
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
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
More than 130,000 customers across Germany, Austria, and Switzerland completed the Eye Check-Up after launch, many of them for the first time. 95% rated the experience as good or very good. The illustration system became Fielmann’s ongoing visual language for preventive care and continues to scale across stores, channels, and European markets.
