Boss

Creative idea

Lithuania's optical and healthcare market is conservative by nature. Stock imagery. Reassuring slogans. Zero personality. Nobody takes risks. Nobody has a character. Familia Optica ir Clinica was a rebrand of Optikos Pasaulis - a known but forgettable name. The new name carried an immediate double meaning: a family-owned business, yes, but also an unmistakable nod to the Familia - the mafia kind. That tension was too good to ignore. So they took it completely literally. A mafia boss, it turns out, has very specific occupational health complaints. He abducts an optician. Intercepts a Familia truck for a hearing device. Visits the clinic, where multiple professionals work on his case.

Brand name: Familia Optica Clinica
Advertiser / client: Kavita
Product / service: Medical clinic
Campaign name: Boss
Agency network: INDEPENDENT AGENCY
Agency: Not Perfect Vilnius
Web address: https://www.familia.lt/
Agency chief executive officer: Ieva Bernotaityte
Executive creative director: Rokas Eltermanas
Art director: Eugene Parmon
Copywriter: Rokas Eltermanas
Account director (agency): Justina Rakstyte
Client account director: Ausra Konciuviene
Film production: Karusele
Director: Simonas Askelavicius
Director of photography: Arvydas Naujalis
Agency producer: Dominykas Silickas;
Post production: Gabija Sakinyte