ALCON
‘Don’t Overthink It’
Social Campaign (Wave 1)
Breaking the Barriers
Air Optix contact lenses are crafted with beginners in mind, offering a seamless and user-friendly experience.
However, first-time users often feel stressed and anxious due to common misconceptions about wearing contact lenses.
To overcome these challenges for Gen Z, we created 3 impactful, engaging, and “social-first” campaigns designed to connect with this audience in a relatable and meaningful way.
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