New optical campaign nothing to squint at – large format outdoor booked on key landmark sites

In the battle against squinting, Clemenger BBDO Adelaide has launched a new trans-Tasman campaign that gives bespectacled Australians and New Zealanders the answer to this far-reaching problem – Transitions lenses. (those clever lenses that turn from clear indoors to dark outdoors.)  The campaign features portraits of contorting faces as the subjects react to bright sunlight and invites the viewer to “Live a life less squinty”.

Using large format outdoor in key landmark sites, the campaign waslaunched in every capital city and also included a significant numberof Eyelites and bus shelters sites in a plot to “surround” optometricretail outlets.

“We have put a great deal of effort into ensuring a seamless story fromthe consumers’ first viewing right through to the optometrist’spractice,” said Clemenger BBDO, Adelaide group account director, JohnMcLaren.

The online component includes a series of interactive banners and amicrosite that reveals the potential “dangers” of squinting and thebenefits of living a less squinty life.

“The concept of squinting as a natural reaction to bright lightpresents the ideal opportunity to let people know about the benefits ofTransitions lenses. Protection from glare and harmful UV rays, comfortbecause the change occurs automatically and, finally, the convenienceof not having to constantly swap between clear spectacles tosunglasses,” said Kate Mulcahy, Transitions Optical marketing manager,Australia & New Zealand.

“This campaign really nails the whole point of Transitions in a simple,fresh way and, most importantly, it does so with a smile. So people canfeel good about the brand and think of it as fun technology,” saidClemenger BBDO Adelaide creative director, Greg Knagge.

Client: Transitions Optical.

Agency Producer: Michelle Treloar.