Mercy

Rokas Eltermanas - Not Perfect Vilnius - executive creative director - idea Justina Rakstyte - Not Perfect Vilnius - account manager - project supervision Simonas Aškelavičius - Director Eugene Parmon – Not Perfect Vilnius – Art director – art direction Arvydas Naujalis – Karusele – DOP Aurimas Pukevicius – Karusele – EP Ramojus Petrauskas – Karusele – HOP Dominykas Silickas – Karusele – executive producer Gabija Sakinyte – Karusele - producer

Lithuania's optical and healthcare market is conservative by nature. Stock imagery. Reassuring slogans. Zero personality. Nobody takes risks. Nobody has a character. Familia Optica ir Clinica was a rebrand of Optikos Pasaulis - a known but forgettable name. The new name carried an immediate double meaning: a family-owned business, yes, but also an unmistakable nod to the Familia - the mafia kind. That tension was too good to ignore. So we took it completely literally. A mafia boss, it turns out, has very specific occupational health complaints. His eyesight suffers - something to do with explosions. His hearing isn't what it was - constant gunfire, occupational hazard. And because everyone around him begs for his good health with such desperate sincerity, he feels a certain responsibility to actually maintain it. He abducts an optician. Intercepts a Familia truck for a hearing device. Visits the clinic, where multiple professionals work on his case. The campaign launched in January 2026 in a category that had never seen anything like it. Brand tracking results follow in July.