Optrex "Actimist" by Havas London

Spring isn't all rosy for everyone, especially hay fever sufferers.

Optrex illustrates hay fever season in a striking way by turning people’s eyelashes into flowers’ stamen, blades of grass and flecks of pollen. The campaign by Havas London dramatizes the effects of allergens on people’s eyes and promotes the brand’s Actimist product. It follows last year’s "Screen eyes," which turned people’s eyes into the shape of screens to illustrate the condition of dryness that occurs from looking at screens for too long. "Hay fever" was written by Masha Shukkore, art directed by Jade Andrews and directed by Morgan Harary through 1stAveMachine. 


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