haleon + seeingai
Haleon is a new brand created by pharma giant GSK to house all their CPG stuff.
SeeingAI is an A.I.-powered app that tells visually impaired people what they’re looking at.
Together, they’re the classic advertising “hat on a hat with a headband on top” situation whose collaboration we were tasked to promote… to the blind.
To target the visually impaired, we worked with Adam Morse, a blind director, on an audio-first campaign.
Our cast of musical toiletries sings all about SeeingAI, in a spot designed to be as earwormy as possible.
It’s dangerous mixing your pharma up if you can’t see or read well. You could end up brushing your teeth with haemorrhoid cream. Or much worse. So playing off the ubiquitous “Always Read The Label” line present on all packaging in the UK, five flagship Haleon products-turned-dancing-puppets serenade you with the solution.
And here’s a making-of video. If you’re into things like how pharma ads are made.
