Breaking Free from the Myopic Loop

In an exciting move for vision correction in Vietnam, Dentsu Creative is stepping up to launch the groundbreaking 'Zeiss Smile Pro 2025,' the pinnacle of laser vision correction (LVC) tech from Carl Zeiss Vietnam Ltd. This initiative targets a young, health-conscious demographic eager to enhance their eyesight.

As myopia, or near-sightedness, becomes increasingly prevalent among tech-savvy Vietnamese professionals aged 18 to 35, there's a puzzling discrepancy: while interest in LVC is skyrocketing, actual uptake remains alarmingly low. Through in-depth research, we discovered that potential patients aren't lacking motivation; rather, they find themselves trapped in what we're dubbing the 'myopic loop.' They crave clear vision but are paralyzed by the risks associated with surgery, despite the hindrances that glasses impose on their careers and confidence.

A Cinematic Campaign to Inspire Change

To dismantle this cycle of doubt, the campaign titled 'Break the Myopic Loop' brings this struggle to life through a stunning cinematic video. The film vividly illustrates how frustrating it can be to wear glasses and the anxiety surrounding surgical options, emphasizing that the solution is just a swift, less-than-10-second Zeiss Smile Pro procedure away.

This multifaceted campaign harnesses the power of digital platforms, influencer partnerships, and direct clinic engagement, all while positioning the Zeiss Smile Pro as a cutting-edge, safe option for vision correction.

Empowering the Community through Advanced Technology

Thi Thu Hien, General Director of Carl Zeiss Vietnam Ltd., expressed, "Despite the widespread occurrence of myopia in Vietnam, the innovative technology of ZEISS SMILE Pro remains largely unknown. With Dentsu Creative's help, we've transformed this advanced technology into a compelling narrative about personal freedom."

Siddarth Malhotra, CEO of Dentsu Creative Vietnam, added, "Our goal was to illustrate that Zeiss Smile Pro is not merely a technological advancement but an answer to common fears, particularly among the youth. Instead of disregarding their anxieties, we chose a compassionate approach, helping turn uncertainty into confidence and hesitation into decisive action."

A Vision for the Future

As Vietnam grapples with rising rates of myopia, the Zeiss Smile Pro 2025 is poised to revolutionize how the younger generation perceives vision correction. This campaign not only highlights the clinic-level advancements but also redefines the conversation around eye care, making it accessible and relatable for all.