Description
Myopia is an invisible epidemic set to hit 740 million children by 2050. Parents often ignore it, mistaking vision problems for lack of attention or laziness. The real issue? Parents can’t see what their kids see.
To make the invisible visible, we hacked the most visual place for kids during winter break: the Cinema, with an animated movie trailer. 'The Dream Thief' features a villain who steals clarity from children's eyes—and from the entire theater
In between normal cinema trailers, our trailer suddenly went out of focus, leaving the audience uncomfortable, cleaning their glasses, and squinting. We forced adults to physically experience the struggle of childhood myopia, turning a passive movie session into a collective diagnosis event.
This professional campaign titled 'The Dream Thief' was published in Brazil in July, 2025. It was created for the brand: Carl Zeiss, by ad agency: REF+. This Experiential medium campaign is related to the Health industry and contains 2 media assets. It was submitted about 24 hours ago.
Credits
Brand: ZEISS
Agency: REF+
Client: Paula Queiroz
CCO: Renato Pereira
DC: Nicolás Ciccola
CW: Edgard Vidal
AD: Eder Pessoa
COO: Ricardo Calfat
Account Director: Marcela Alves
Account Executive: Fernanda Albuquerque
CBO: Fernando Calfat
Diretora Geral de Mídia: Fernanda Gallo
Supervisora de Mídia: Carla Fisher
Strategy director: Leticia Massa
Planning manager: Marllon Viana
IA Production Company: Unite.br
Music and SFX Production Company: Pé Grande Pro
Case Editor: Murilo Arruda
