Clinical skincare brand Murad has teamed with 72andSunny’s new production studio HECHO EN 72, to create the EyesUp campaign designed to educate people about the dangers of too much screen time and the power of real-world human connections.
As part of the project, HECHO EN 72 brought in documentary director Kassim Norris to create a film that illustrates how everyone is connected to their devices.
The campaign centers on a content hub that addresses digital dependence and social isolation. The portal includes new research, tips and tools from experts.
Throughout 2017, the EyesUp campaign will be supported by a social media campaign, PR efforts, and in-store retail activations.
This type of project is HECHO's 'sweet spot,' says Megan Woods, brand director, HECHO EN 72. "Murad had a social-mission platform they were launching and plan to continue to support through various programs and efforts with combatting the effects of cultural stress to help people lead happier and healthier lives. They needed a film to launch their platform, which is when HECHO came in."
Murad is also incorporating this campaign internally.