Hycyanaro: The Eyes of the Eagle

When it comes to redefining pharmaceutical marketing, Marklinica excels in crafting narratives that not only inform but captivate. Partnering with Talent Pharma, Marklinica conceptualized a groundbreaking campaign for Hycyanaro Eye Drops, positioning it as the ultimate protector in the fight against ocular infections. With a strong storytelling approach, visually stunning presentation, and comprehensive branding solutions, the campaign featured a heroic eagle—a symbol of sharp vision and strength—battling unseen enemies to save the world, much like Hycyanaro’s dual-action formula that eradicates bacteria and hydrates the eye.

In addition to the campaign concept, Marklinica created the product packaging design and sales brochure, ensuring that all touchpoints of the brand reflect consistency, professionalism, and the heroic identity of Hycyanaro.

Storytelling & Concept

The campaign unfolds in a dystopian world where harmful bacteria threaten vision, and only a hero can save the day. Enter the eagle, a fierce and vigilant warrior representing Hycyanaro Eye Drops. The narrative highlights the product’s dual-action effect: swift eradication of bacteria combined with deep hydration for the eye. Through this imaginative story-driven approach, Marklinica transformed a pharmaceutical product into a memorable hero, resonating with both healthcare professionals and consumers.

Packaging & Brochure Design

Marklinica’s design team developed a sleek and bold product packaging that mirrors the heroism of the campaign. The packaging features clean typography, deep green tones symbolizing trust and efficacy, and a powerful eagle emblem that represents the product’s protective strength. To complement the packaging, a sales brochure was crafted with engaging visuals and concise content, designed to educate healthcare professionals on the product’s unique benefits while maintaining the heroic visual theme.

Key packaging and brochure highlights:

• Eagle Icon: Symbolizing sharp vision and Hycyanaro’s role as a defender of eye health.
• Premium Finish: Matte textures and metallic accents add a premium feel, enhancing the product’s appeal.Informative
• Layout: The sales brochure presents key product information in an easy-to-digest format, ensuring clarity and engagement during sales interactions.

Art Direction

To complement the heroic theme, Marklinica developed a cinematic visual style for the campaign. Each scene was designed to evoke grandeur, urgency, and action, immersing the viewer in Hycyanaro’s battle against infection.

Key elements of the art direction include:

• Moody, atmospheric backdrops symbolizing the dangers lurking in the environment.
• Dynamic action shots of the eagle in flight, attacking bacteria with precision and force.
• Detailed enemy visuals portraying bacteria as dark, ominous threats, heightening the tension and emphasizing the need for Hycyanaro’s intervention.
• Key Features Highlighted Dual Action Formula – Hycyanaro’s dual-action formula, which eradicates bacteria while hydrating the eye, is the cornerstone of the campaign narrative.
• Speed and Precision – The eagle metaphor visually represents the product’s ability to deliver rapid and targeted relief.
• Strength, Trust, and Protection – Just as the eagle protects its territory, Hycyanaro protects and restores eye health with unwavering effectiveness.

Final Outcome

By combining engaging storytelling, striking visuals, expertly crafted packaging design, and a professionally designed sales brochure, Marklinica delivered a campaign that goes beyond traditional pharmaceutical marketing. The Hycyanaro campaign not only educates the audience on the product’s benefits but also creates a lasting emotional connection through its heroic narrative. This project showcases Marklinica’s ability to turn a technical product launch into a powerful, story-driven brand experience that stands out in the healthcare market.