Work — Santen Pharmaceutical · BFS Studio, Ho Chi Minh City

Santen— Eye Am Better

Client: Santen Pharmaceutical
Industry: Healthcare
Services: Social Campaign Art Direction & Key Visual
Results: 1.4M reach · 74K interactions · +724.8% organic reach · 193% of the views KPI
Year: 2024–2025
Credits: BFS Studio

Macro photograph of a pair of eyes, iris lit in cyan

( 01 )

THE BRIEF

Santen is Japan’s No.1 eye-care brand, and in Vietnam it was still a pharmacy-counter purchase. OTC regulation limits what an eye drop is allowed to claim, so the usual product argument was closed off before we started. Two products — Sanlein 0.1 for dry eye and Sancoba for eye strain — needed a year of always-on social that built awareness without making a medical promise.

( 02 )

WHAT WE DID

We spoke to the feeling rather than the symptom: 70% emotional content against 30% functional, running on four pillars in a single feed. Two directions carried it — Keep Every Moment, where the eye is the keeper of what matters, and Eye Am Better, a pun that turns eye care into self-improvement. Four creators added 1.75M views on top of the owned feed, and the same idea went back to the pharmacy shelf as hanger, standee and shelf frame.

( 03 )

OUTCOME

1.4M reach with +724.8% organic growth and 193% of the views KPI. Numbers are the client’s own reporting, shared with permission.

( 04 )

THE WORK

A wide strip of two eyes in close-up under the campaign line about sight as connection — Direction I — the eye as the keeper of what matters

A family running along the shore at sunset under the line about every moment being priceless — Moments the eye is asked to hold

Graduates throwing caps into the air, campaign line about growing up alongside — Growing up, kept

Key visual — three friends outdoors seen through a ribbon of light drawn as an eye, product pack lower right — Key visual — the ribbon of light

Key visual — a graduate framed by the same ribbon of light, product pack lower right — The same device, second execution

An eye built from two strokes

The device in application — used as header, footer and background mask across layouts — The mark in application

A mountain range at dawn under the campaign line about how we see the world — Direction II — Eye Am Better

A figure standing alone before a distant peak, the "better" idea as a summit — Every day the eye climbs — better is a summit, not a cure

Key visual in Santen blue — colleagues in an office, Eye am in Betterverse lockup — Sanlein in Santen blue

Key visual in magenta for Sancoba — the same layout with a young woman on a beanbag — Sancoba in magenta

The upward arrow motif repeated as a horizontal band of chevrons — The upward arrow — graphic shorthand for “better”

EYE AM BETTER

Anton for headlines, a neutral grotesque for everything else

Anton carries every headline: condensed enough to hold a long Vietnamese line with full diacritics, heavy enough to stay legible at thumbnail size in a feed. Everything that has to be read rather than shouted — claims, ingredients, directions, legal — sits beneath it in a neutral grotesque.

Type system