ASSIGNMENT Optician Instrumentarium is an expert in Finnish eyesight and vision with a 100-year history. Instrumentarium wanted to retain its strong position as an expert and top quality and combine stylish advertising to them. It also wanted to inform people of the affections of aging to the eyesight. APPROACH We decided to strengthen the association between eye-glasses and high intelligence and communicate the affections of aging to the eyesight in a stylish way, but with a tint of humour. THE BIG IDEA Our big idea was that everybody’s eyesight weakens when getting older, even those with the sharpest vision, even the most unique individuals of us. We made print ads that show several paintings of two famous painters, Pablo Picasso and Henri Matisse from their different periods. It’s generally known that both developed their style from realistic paintings to the very stylized ones. RESULTS The ads awakened positive attention and feedback. Instrumentarium strengthened its strong position as a leading optician in Finland with a stylish and memorable way and attracted new customers.