"Fashion" contact lenses were becoming popular, particularly in Asia, and Acuvue needed to stay in step while keeping their leadership in technological and medical credibility. The brand, which is respected and prescribed by doctors, needed to become more relevant and beloved to young people, getting them to understand the importance of trusting their contact manufacturer.
This campaign redefined contact lenses as a piece of wearable technology. It related it to a camera lens - something through which you see the world - and it gave the brand room to run with powerful stories of how seeing the world correctly truly can change everything.
THE LENS THAT CHANGES EVERYTHING: BRAND MANIFESTO
Acuvue Define is the lens that changes confidence.
The lens that changes eye contact.
The lens that changes the room.
The lens that changes the way you see your beauty, in your own eyes, anew.
It’s the lens that changes the way the world sees you.
And the way you see yourself.
And that changes everything.
From Acuvue. The Lens That Changes Everything.
Agency: Deustch New York