Acuvue, one of the largest contact lens manufacturer, was looking to collaborate with adventure sport providers and increase their customer base. The brief was to create mailers that would drive people to use Acuvue while they are performing these sports.
Every one of us has gone through situations where someone's narrating their travel stories and you just picture it in your head and wish you were there, at that very moment. I wanted to leverage this feeling and not only push people to take up adventure sports, but do it with Acuvue.
I started by imagining how the experience would be and while I was doing that, I realized that the view would be a million times better than it was in my head. And even better with Acuvue. This was the thought behind the creative displayed below.
Design: Suhasa Dutta
The next creative is a play on the first. It's a glimpse of what your experience would be like if you were to wear glasses while performing an adventure sport.
The idea behind this was to make people understand that they are missing out on a lot of things by sticking to glasses. You wouldn't want to pay a bomb and not be able to see anything would you?
The second route I wanted to experiment with was convincing people with glasses to switch to lenses. Since they are the main target audience, we needed a way to get through to them.
Most people who wear glasses don't prefer lenses due to the myths that surround them. After much research, I realized that fear was the main factor that was stopping them from even trying to experiment with lenses.
Since Acuvue wanted to collaborate with Adventure Sport providers, and fear is an emotion that is also associated with adventure sports, I saw the opportunity to leverage on the fear factor. Both these activities, taking part in adventure sports and switching to lenses, boil down to letting go. Letting go of the fear. Letting go of everything that holds you back. And that was the thought that sparked the creative displayed below.
