See in a new way' information campaign: vision screening station
Creative idea
For four consecutive years, 'Novyi Zir' avoided direct consumer communication amid the war and an overload of medical advertising that increasingly irritated audiences. The insight: vision loss often goes unnoticed because the brain and digital habits—larger fonts and brighter screens—compensate for deterioration. WARTO agency transformed Kyiv’s Politekhnichnyi Instytut metro station into the first free “vision-check station.” Classic eye charts, optical illusions, and tests for color blindness and astigmatism were placed on platform columns and walls, giving commuters an immediate visual indication of potential issues and a simple way to perform a quick self-check while waiting for their train.
Brand name: WARTO' & 'Novyi Zir
Advertiser / client: 'Novyi Zir' — All-Ukrainian network of ophthalmic medical centers
Product / service: Vision screening station in the Kyiv metro
Campaign name: See in a new way
Agency network: INDEPENDENT AGENCY
Agency: WARTO Communications Agency, Kyiv
Media agency: WARTO Agency
Production company: WARTO Agency
Web address: https://www.facebook.com/watch/?v=1706602610780636
Agency chief executive officer: Nataliia Kholod, WARTO Agency
Creative director: Yuliya Goncharenko, WARTO Agency
Designer: Oleksiy Kovalevsʹkyy, WARTO Agency
Account director (agency): Hanna Havura, WARTO Agency
Client account director: Maryna Chyrva, Novyi Zir
Managing director: Hanna Havura, WARTO Agency
Strategic planner / strategist: Nataliia Kholod, WARTO Agency
Pr director: Yuliia Vovk, WARTO Agency
Photographer: Taras Udovenko, WARTO Agency
Illustrator: Oleksiy Kovalevsʹkyy, WARTO Agency
Film production: Viktor Hudzenko, WARTO Agency
Music: free stock music
Post production: Viktor Hudzenko, WARTO Agency
Post production producer: Viktor Hudzenko, WARTO Agency
Additional company: From the client's ('Novyi Zir') side:
Oleg Yeryutin, marketing director;
Viktoria Zinchenko, project manager;
Mykhailo Bily, ophthalmologist;
Tetyana Manoylo, deputy chief physician for medical affairs;
Marina Kulish, ophthalmologist.
