Finalist
The Gecko that Said it All
Summary of work
In a saturated glaucoma market with low perception of unmet needs, Catiolanze needed a campaign that stood out, while also highlighting an issue that often goes unaddressed: the link between ocular surface disease and adherence. Our challenge: Communicate adherence–without making direct claims. Instead of traditional clinical messaging, we introduced Gary the Gecko–a visual metaphor for powerful adherence. His ability to grip surfaces allowed us to not only communicate Cationlanze’s differentiating features–an innovative cationic emulsion, and a preservative-free formula–but also the patient benefit: a treatment that stays put longer and helps glaucoma patients feel more comfortable, making them more likely to stay on therapy. Through a striking launch video, print, digital and immersive events we turned a technical challenge into an engaging, memorable story–one that doctors understood instantly.
Judges’ comments
“The Gecko that Said it All” was a standout creative launch that turned a dry adherence story into something engaging and unforgettable. Gary the Gecko gave a complex scientific idea warmth and memorability, helping the brand cut through in a crowded space. Smartly executed, emotionally intelligent, and commercially strong. A great example of creative bravery with scientific integrity.
