In the battle against squinting, Clemenger BBDO Adelaide have launched a new campaign that gives bespectacled Australians and New Zealanders the answer to this far-reaching problem – transitions lenses (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 was launched in every capital city and also included a significant number of Eyelites and bus shelters sites.

“We have put a great deal of effort into ensuring a seamless story from the consumers’ first viewing right through to the optometrist’s practice,” said Clemenger BBDO group account director John McLaren.

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

“The concept of squinting as a natural reaction to bright light presents the ideal opportunity to let people know about the benefits of Transitions lenses. Protection from glare and harmful UV rays, comfort because the change occurs automatically and, finally, the convenience of not having to constantly swap between clear spectacles to sunglasses,” 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 can feel good about the brand and think of it as fun technology,” said Clemenger BBDO Adelaide creative director, Greg Knagge.

The campaign launched in early March across Australia and New Zealand.

Credits:
Client: Transitions Optical

Agency: Clemenger BBDO, Adelaide

Creative Director: Greg Knagge

Creative Team: Paul Stratton and Jeremy Egerton

Photographer: Richard Lyons

Account Management Team: John McLaren, Erik de Roos, Brittany Lippett

Agency Producer: Michelle Treloar