HYLO x FC Bayern
Challenge
Eye drops and football? Not the most obvious combo. HYLO comes from a category that usually lives on pharmacy shelves, not on the biggest stage of sports. At the same time, football is built on vision: Spotting space, seeing the moment before everyone else does. So could HYLO actually make sense in the world of FC Bayern?
Idea
We brought HYLO eye drops into the world of football – with FC Bayern stars as the brand ambassadors. Instead of showing them as untouchable pros on the pitch, we meet them in everyday moments, that feel instantly familiar. That’s where the connection to the audience happens. Because clear vision is part of everyday life.
Impact
The campaign rolled out as a national TVC across DACH, amplified through OOH. We pulled HYLO out of the pharmacy aisle and dropped it straight into the FC Bayern universe. What used to be “just eye drops” became part of a story about daily life to performing at the highest level. And suddenly, HYLO felt perfectly at home in football.