🎙️ Behind The Entry Podcasts

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🎙️ Behind the Entry: The 95 MPH Eye Exam

Baseball star couldn’t hit the ball... until he got an eye test.. This week we head to New York to go behind one of this year’s Creative Floor entries: The 95 MPH Eye Exam by Edelman for the American Optometric Association.
When World Series champion Kiké Hernández suddenly hit a career slump, fans blamed form. Critics blamed confidence. The real problem? He literally couldn’t see properly. After being diagnosed with astigmatism, Hernández’s recovery became the centre of a campaign designed to make Americans rethink eye health, not as an optional check-up, but as something directly linked to performance and everyday life. The campaign generated 4.2 billion impressions globally, drove a 344% increase in visits to the AOA doctor locator, and reportedly inspired other professional athletes to book eye exams. In this episode, Edelman reveals how they turned a real sports story into a cultural healthcare moment, sharing lessons on celebrity authenticity, PR-led storytelling, and how healthcare brands can break into culture despite endless timelines, approvals, and regulations.
The team also breaks down what nearly stopped the idea from happening, and why the simplest product demonstrations often hit the hardest.

⚠️ Warning: straight-talking, strong language that might not be suitable for younger listeners

📺 Link to work:
https://www.youtube.com/watch?v=68c4TDMFjLo&feature=youtu.be

Not all awards are created equal.
🎨 Credits

Edelman: Judy John, Eduardo Tavares, Michael Levy, Erin Ayalp, Javiera Wuth, Matthew Fetter, Erin Collett, Kira Rosario, Sydney Bernardo, Alana Thomas, Cindy Chapman, Sean Grossman, Nimra Butt, Shadin Al-Dossari, Ashley Antonini, Sara Rezaee, Amaris Modesto, Stephanie Pudlik, Leilani Weaver, Lydia Milligan and Julian Cuevas.

DJE Studio: Charles Marks, Trevor Potts, Brian Walsh, Will Bystrov, Augustine Arredondo, Juan Delgado, Tomas Castro Mesa, Evan Biancardi, John Munoz, Ángel Martínez, Sait Arias, David Bonilla, Ana Collazos and Andres Ruiz.
UEG: Dylan Froom and Tyler Cohen.
Canja: Nessa Mafra, Eduardo Karas, Filipe Resende Brixel, Flavia Medeiros, Levi Mynssen de Mello and Timothy Cap.
Cora: Lucas Bergamini, Pedro Labonia, Bruna Abubakir and Felipe Rodrigues da Silva.

Clients: Deirdre Middleton and Yakesha Cooper, American Optometric Association.
Partners: Aaron Smith Photography, Cora and Canja.