Alcon

Air Optix contact lenses (Wave 1)

Air Optix contact lenses are specifically designed for beginners, offering a user-friendly experience.

However, due to common misconceptions, there is a tendency for people to feel overly stressed and anxious about wearing contact lenses for the first time.

**Breaking the Barriers – ‘Don’t Overthink It’ campaign**

To effectively tackle the barriers faced by Gen Z, we created 3 impactful and engaging videos.

Our approach prioritized "social first" everyday situations, ensuring relatability and resonance with the target audience.

1st: Safety

“Will contacts get lost behind my eyes?”

#EyeDance

2nd: Discomfort

“Is it okay if my eyes tear up with my contacts in?”

#ReactionChallenge

3rd: Application/Removal

“Are contact lenses easy to put on?”

#10secChallenge

Beginner Hygiene videos

Insertion

Removal

Hygiene

Agency: IRIS Singapore