MultiOpticas: Ants' Zoo

HAVAS LISBON AND MULTIOPTICAS TURN ANTS INTO THE SMALLEST INFLUENCERS FOR A BIG PURPOSE: TO HELP IDENTIFYING CHILDREN WHO NEEDED GLASSES.The activation took place at Lisbon Zoo and helped hundreds of children to start seeing perfectly.MultiOpticas, Portugal's largest network of opticians, is holding free eye exams for the whole family during the month of October, called Sight Month.To publicize this service and the importance of eye exams from the early years of childhood, Havas Lisbon created a transformative brand experience for all children who visited the Lisbon Zoo between September 23 and October 13.

In a space dedicated to the experience, the agency installed a temporary exhibition: The Ants' Zoo. An initiative that used ants to identify which children needed glasses. The dynamic was monitored by specialists who, after observing the visitors' behavior, directed the children to another part of the experience, where they underwent a more in-depth examination and from where they could leave with glasses to see the ants and all the other animals perfectly.

The launch of the exhibition was attended by Dolores Aveiro, a well-known figure in the country. Besides being the mother of the soccer player Cristiano Ronaldo and the second most followed woman on Instagram in Portugal, Dolores is also present in the brand's family-oriented communications, but the most important influencers in this story are the smallest ones, these ants.

Specialists say that good eyesight is crucial in making sure a child develops to their full potential both at school and socially. It's especially important to look after children’s eyes, because the eye is still developing throughout early childhood, so if problems are treated early, it can make a lasting difference.

This information makes the contribution made by these small animals even more valuable to the health of the children who visited the zoo.