Words and Ideas for Better Marketing Communications

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CIBA Vision
Atlanta, GA

The large contact lens company CIBA Vision had acquired a smaller rival who manufactured lenses for distinctly different markets than CIBA's. By acquiring this company, CIBA could now offer the professional market (optometrists, etc.) the broadest selection of lenses, thus allowing these professionals to attract new markets they had never sought before. 

Adair-Greene Atlanta, CIBA's agency at the time, asked David to work with them to develop trade magazine concepts that would dispaly the advantages the professionals would have with the new CIBA. "The Jetson's" was everyone's favorite concept as it was eye-catching, totally on-target, memorable, and would enable CIBA to stretch the campaign into consumer and promotional areas.

Shown here are the original concept boards, with heads and subheads only. The actual piece was to be tipped-in to professional trade magazines.

It begins with a teaser page…	Then to a reveal spread…
And finally, a four-page overview of the new CIBA Vision line-up and its advantages for the professional…

Agency: Adair-Greene, Atlanta
Art director/ACD: Sandy Barth

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