Smart launch of new spectacle lenses
Global integrated advertising B2C & B2B2C campaign launching the new ‘SmartLife‘ range of optical spectacle lenses.
Challenge
Create cut-through in a crowded market
ZEISS is premium optics brand behind the capture of such iconic images as those from the NASA Apollo moon landings and Stanley Kubrick‘s Barry Lyndon film which was illuminated using only candlelight.
ZEISS Vision Care were launching a complete new range of spectacle lenses called SmartLife – designed for today‘s always on-the-move digital lifestyle. To convey their advantage in dealing with the demands of modern life we showed multiple everyday scenarios though a little bit of cloning.
Promotional 17sec film
Our Take on everything your eyes face today campaign showed people cloning into multiple versions of themselves and then engaging in eye challenges such as playing a video game whilst walking.
The concept not only showed the versatility of the new lenses but also had one eye of the need for a strong visual, thumb-stopping hook to grab attention on social marketing channels.
When is came to production, we really did ‘go further’. Careful planning meant we maximised every opportunity at our four locations to generate assets for B2C and B2B2C content.
Integrated Campaign Elements
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Print advert
executions
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Different film cuts for social marketing
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Stills for digital marketing
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Cinemagraphs for digital marketing
Full length YouTube film
Example of social content
FULLY INTEGRATED CAMPAIGN
Turning eyeballs
into action.
The fully integrated campaign included OOH and print advertising, film and social. Assets generated were also utilised to create optician store literature, POS, training tools and technical white papers. Master editable assets were created in English for distribution and adaption in local markets.
Behind the scenes
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