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Acuvue targets anxious Chinese millennials in new campaign

Contact lense brand Acuvue is aiming to empower shy and hesitant young people in China with an online campaign entitled ‘Dare to Change’.

Agency McCann WorldGroup recruited two people, one male and one female, and asked them to take a photo of themselves. They were then asked to write down the one thing they wanted to change about themselves.

Both said they wanted to be noticed more, but lacked the confidence on how to act on it in China’s increasingly competitive work environment.

The brand then gave them an appearance makeover and coaching session on how to communicate and express confidence with their eyes. Acuvue also gave them an eye test and contact lenses.

The pair were then invited back into the studio two weeks later, having been secretly filmed and photographed by their friends without their knowledge.

The consultant reminded them of what they wished to change from their first visit and then showed them the transformations their friends had captured during their trial. The video ends with the participants affirming to camera that they are sticking to the change by tearing up the photo of their old selves.

The video was promoted on social media and the overall campaign was leveraged through influencers asking their followers what they would change about themselves to become more confident.

Credits:

Client: J&J Vision
J&J Vision Marketing Director: Anne Dumesges
J&J Vision Brand Manager: Thelma Zhao

McCann WorldGroup:
J&J Vision Asia Pacific Head: Cia Hatzi,
Group Creative Director: Wilton Boey
Creative Directors: Barbara Jiang, Betty Jiang
Account Management: Callie Tan & Chelsea Lin, McCann & Hoong Wei Ling,
Planning: Helene Huber
Producer: Canossa Fong

Production House: Chosen Production
Director: Jaemin Kim

IPG Mediabrands / J3
Charlene Jiang and

Aaron Cho

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