With a very low budget, raise glasses wearers’ awareness on the importance of their lenses and the way they treat them by cleaning with inappropriate cloths.

Since they often forget their lens-cleaning cloths, glasses wearers often clean their lenses with their clothing. The problem is that cleaning with the wrong cloth can create tiny scratches on the lenses that degrade the wearer's vision. So, as we can't change people's habits, we use it as an opportunity to send a message. That's how we created the See-Shirt, the first tee-shirt with a microfiber lens cleaning strip.

Essilor's partners opened the discussion during a sale about how important their lenses are and created a real wake-up call in the consumer mind. All the See-Shirts have been distributed and very well received. The client wishes to reiterate the action with their worldwide Essilor's partners for the next year.