The project


The HYLO EYE CARE® System is by far the leading brand for dry eye treatment in the German market. Our task? To further develop the existing campaign, which consumers perceive as too cool and technical, and to expand the market position for the manufacturer URSAPHARM.


Various objectives were agreed at the beginning of the collaboration:

  • Generate awareness for the umbrella brand
  • Become category synonymous
  • Demonstrating the product benefits
  • Activation of new customer potential
  • Visual modernization of the appearance
  • Closer approach
  • And of course: sales, sales, sales

The Challenge

Developing a good idea further

Laterna Magica was involved in the conceptual creation for the HYLO project at an early stage in order to be able to position the market leader even better.

The claim: A good basic idea that works in all channels. Static and moving, B2B and B2C. And of course with a clear view on feasibility and budget.

Our solution

An evolution with a wink of the eye

A sympathetic, human gesture that is immediately understood. Problem solved - with HYLO®.

Modular, strategic structure of the spots with proven dramaturgy.

A Modern Campaign Mechanic

Fresh and dynamic in moving images and striking in static media. The colorful backgrounds immediately catch the eye - and we were able to shoot budget-efficiently.

Diverse, colorful and positive. Our revision of the color world.

The result


A successful, multifaceted campaign of which we are not only proud, but which has been used intensively by the customer on all channels since 2021.


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