When Merck Worldwide Human Health hired Kane & Finkel to develop a hard-hitting communications campaign for the leading ophthalmology drug, they gave us creative license to explore. The linchpin to the international campaign was the creation of a novel name and telegraphic logo design, followed by an advertorial that reflected the theoretical and practical application of a therapy that best defined the company’s approach to glaucoma. The result was dubbed Co-Regulation^®.