Vietnam – Dentsu Creative Vietnam has launched a new campaign for Carl Zeiss Vietnam Ltd.’s new laser vision correction (LVC) technology. The campaign aims to break the ‘myopic loop’ as cases of myopia or nearsightedness rise.
While individuals desire better vision, they are often caught in a ‘myopic loop’ of wanting to address their nearsightedness yet fearing the risks of surgery. Through the campaign, Dentsu Creative Vietnam and Carl Zeiss aim to address the barriers preventing them from pursuing LVC.
The campaign targets young, health-conscious, and tech-savvy consumers through a film unveiling the challenges of wearing glasses and showing the fear of surgery in a loop. It highlights the speed of the ‘Zeiss Smile Pro’ procedure, reframing it as a smart, safe, and next-generation LVC solution.
Aside from the film, the campaign includes digital activations, influencer collaborations, and clinic-level initiatives.
The ‘Break the Myopic Loop’ campaign signals a shift in vision correction marketing in Vietnam, moving beyond purely clinical information to focus on emotional resonance.
Thi Thu Hien, general director at Carl Zeiss Vietnam Ltd., commented, “Myopia may be widespread in Vietnam, but advanced technology, such as ZEISS SMILE Pro, is still shrouded in silence. Dentsu Creative helped us humanise the power of ZEISS Smile Pro — turning advanced technology into a story of personal freedom. Their insight-driven approach reframed the procedure as an empowering step forward, not just a clinical fix.”
Siddarth Malhotra, CEO at Dentsu Creative Vietnam, said, “We wanted to show that Zeiss Smile Pro isn’t just a technological breakthrough — it’s a response to a deeply human hesitation, especially among young Vietnamese. Instead of pushing past the fear, we chose to speak to it with empathy and clarity. This campaign helped transform uncertainty into confidence, and hesitation into action.”
