Sweet Sadie Finds the 'Biotruth Moment' for New Bausch & Lomb Lenses Campaign

In honour of Bausch & Lomb’s 5th annual Biotrue Challenge, digital agency Digital Pulp partnered with creative concept and production studio Sweet Sadie to bring 'Biotruths' to life with humour and originality. Biotrue delivers keep you from experiencing a 'Biotruth moment' - comically awkward moments that can occur when contact lenses tire before you do.

Sweet Sadie concepted the video series, tapping into its vast network to find the right directing voice in Stephen Pearson. Improv actors were cast to inhabit narratives targeting millennials’ media-focused lifestyle. From binge watching, to being addicted to your phone, to gaming like a rockstar (instead of working), the Biotruth campaign features sometimes painful realities that can take a uncomfortably funny turn with tired, dry eyes. Four digital content films in the series have launched, and are featured on social and on demand channels.

“Relatable situational humour – that, oh I so know that moment -  is at the heart of this campaign, deftly performed by improv actors and directed with aplomb by Stephen Pearson,” comments Sweet Sadie CD/EP Rachel Lederman. “The Biotruth campaign is about perfect partnerships – Digital Pulp’s strategic, interactive marketing acumen paired with our agency/production hybrid model to produce brand-enhancing creative. All for an enthusiastic and collaborative client, Bausch + Lomb.”

Biotrue_Addicted_Biotruth_12 from SweetSadieINC on Vimeo.

Biotrue_Guitar_Legend_Biotruth_4 from SweetSadieINC on Vimeo.

Biotrue_MidnightOil_Biotruth_70 from SweetSadieINC on Vimeo.