ALCON
‘Don’t Overthink It’
Social Campaign (Wave 2)
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.
Case Film
Keep calm and carry on
A calming video to help first-time contact lens wearer to relax and keep calm
A survey of thousands of Gen Z respondents shows that 83% have used YouTube to watch soothing content that helps them relax.
Doppelganger
Air Optix taps into the TikTok trend of using pranks to tie back to the proposition “Don’t Overthink It”
Product benefits
Open scene mimics a typical TikTok user trying on contact lenses to capture Gen Z’s attention
