Alcon’s new campaign for Clareon PanOptix lenses has transformed vision into art at the National Ophthalmology Congress through a memorable and artistic activation by MullenLowe’s brand experience division.

Held in October in Sinaia, this event brought together hundreds of ophthalmology specialists, with Alcon’s stand emerging as the most vibrant and engaging space, thanks to the experience developed by MullenLowe Romania. The space was transformed into an interactive art gallery – “The Art of Vision” – whose masterpiece was the unique iris of each participant.

The “Art of Vision” exhibition invited guests to discover the capability of seeing every detail, at any distance, with the help of Clareon PanOptix the master of artificial crystalline lenses. A special photobooth captured each participant’s iris in a digital portrait, alongside iconic artworks from various artistic trends. To intensify the experience, surgeons and ophthalmologists were challenged to “look at art” through the eyes of their patients, affected by cataracts, astigmatism, or presbyopia. With three specialized glasses, they could see the gallery’s artworks as their patients might, gaining insight into these visual impairments. Attendees also learned that Clareon PanOptix can fully correct cataract effects, being the world’s most implanted trifocal lens (with 2.2 million implants). For patients with astigmatism or presbyopia, the artificial lenses provide clear 20/20 vision at any distance after surgery.

MullenLowe’s sensory activation for Alcon offered an authentic experience, creatively applying technology to deepen the understanding of patient needs that Clareon PanOptix aims to address.

“People are passionate about art and appreciate the opportunity to observe details up close. We wanted to give doctors this experience while translating the reality of patients who can’t enjoy such clarity due to visual impairments. We combined creativity with the technology to offer not just a sensory experience but also a relevant picture in terms of solutions for individuals suffering from cataracts, astigmatism, or presbyopia, where Clareon PanOptix becomes the artisan of clear vision,” said Andrei Bașa, Head of Product Experiential Division, MullenLowe Romania.

The originality of the stand and the innovation behind Clareon PanOptix lenses, which ensure that 99% of patients no longer need glasses, resulted in a memorable presence that positions the brand at the top of doctors’ recommendations for ophthalmological solutions. Clareon PanOptix lenses are noted for their glistening-free material, advanced design that reduces residual optical phenomena, and lower risk of secondary cataracts.

The creative concept proposed by MullenLowe Romania showcased a vision worth framing, enabled by Clareon PanOptix lenses that deliver excellent visual acuity at all three distances – near (40 cm), intermediate (60-80 cm), and far (>120 cm). This new project demonstrates the strength of Alcon and MullenLowe’s collaboration, celebrated for its artistic approach to promoting the most awarded artificial lens.