This series of eight digital shorts features eight pairs of real women meeting for the first time, swapping bags and sharing personal stories. In total, 16 women – 10 of whom are diagnosed with chronic dry eye – swap bags and open up about their lives. In each episode the women reveal unexpected (and expected) items that they carry every day in their bags – from the most common (deodorant, eye drops) to uncommon (a stapler and a full-size pirate toy).
Philosophy
Says Victoria Noble, Vice President and Head of Marketing, Ophthalmics, at Shire, “The inspiration for the ‘in my bag’ series came during a Sunday morning texting session with my girlfriend and Consumer Marketing Lead, Michelle Nguyen. As we shared fashion, movies, make-up, health/wellness stuff through video clips we love….we stumbled on the idea of creating testimonials the way we actually share with each other. Authenticity is part of the eyelove brand DNA: a brand built by and for girlfriends. We developed a girlfriend-brand based on what we do as girlfriends – real moments, real voices. ‘in my bag’ captures these moments in a culturally relevant way – making connections that stick.”