We are now part of 2e Group. Click here to visit our colleagues at Fire & Rain.

Abbott “Unexpect Ophthalmology” Trade Show Campaign

The American Society of Cataract and Refractive Surgery’s 2015 Annual Meeting (ASCRS) was to be especially big for Abbott: more-product-launches-than-ever big. When they asked us to create a presence to match this success, we knew we’d be helping them dominate one of the most important trade shows in their space.


With plenty to celebrate, Abbott tasked us with creating a trade show experience that would express the unprecedented magnitude of their achievements — as well as the out-of-the-box spirit behind them. They brought it in a big way. And to showcase that, we would need to do the same.


Innovation is abstract. The outcomes, however, are very real — absolute and unfiltered. With the “Unexpect Ophthalmology” campaign, we wanted to capture the raw energy of innovation and challenge attendees to abandon preconceived notions and re-think the typical trade show experience.

We challenged visitors to abandon expectations of underwhelming tradeshow monotony and, in return, gave them a colorful, pleasantly unexpected experience that boldly emulated the rebellious, forward-thinking attitude our client wanted to convey.

The campaign rolled out in two phases:

  • Phase I was an intentionally mundane sequence, set to blend in with the typical tradeshow advertising.
  • Phase II emulated a guerilla-esque takeover, where our ad space was papered over with posters featuring the vivid colors and bold messaging that helped Abbott steal the show. This graffiti’d aesthetic extended into our own booth, as well as social media engagement.

Other Case Studies

Pacific Biosciences Rebrand and Website Relaunch

View Case Study

SIEMENS HELX Evolution Sales App

View Case Study

Johnson & Johnson Vision Patient IOL Education Tool

View Case Study