In a category of power claims and hard-to-pronounce ingredients, we took a different approach: real talk about a real problem. We created a fun name for something people with dirty lenses experience every day – Irritated Lens Face – and positioned OPTI-FREE as the solution that helps avoid it.

We tailored our approach to the Quality Enthusiast target, and focused our efforts on their most used media, online video. We created a series of lighthearted videos featuring relateable human situations, with a fun problem/solution plot line. Three executions were created in order to keep the content fresh, and avoid any viewer fatigue.

Go live date: 3/16/16

End Date: 5/31/16