Alcon – Air Optix contact lenses (Wave 2)
Breaking the Barriers – ‘Don’t Overthink It’ social campaign
To effectively tackle the barriers faced by Gen Z, we created 3 impactful and engaging videos.
Our approach prioritized "social first", ensuring relatability and resonate with the target audience.
Case Film
Keep calm and carry on
A calming video to help first-time contact lenses 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 tap into the TikTok trend of using prank and tie back to the proposition “Don’t Overthink It”.
Product benefits
Opening scene mimic a typical TikTok user trying on contact lenses to capture Gen Z’s attention.
