This campaign steps outside convention in that it does not feature a company telling you about itself. Instead, the focus is on the benefit the company brings to the people it serves, but even that is not in a direct way. This isn't a campaign about irises and corneas and precision optics. It's not a celebration about being able to see, it's a celebration of all the things seen. A celebration of the end, not the means, with a campaign that moved the goalposts for all who follow.