If the aim of advertisement is only to convey the visual image of glasses as a product, it will be achieved enough as a fashion by getting a human model to put on glasses, but we choose an animal for a subject and personify it only by using a small tool of glasses. The technique of personification here not only gives the advertisement an originality that other companies do not have, but also has an aim of advertisement such that an imagination power can be evoked by using an animal other than a human as a model, and that a consumer projects his/her close person on each animal model to feel affinity.

by changing the intellectual impressions of animals, we aim to make people in the world, who saw the advertisement, have their experiences: “impressions are greatly changed simply by wearing glasses”. Through this effect, we clearly showed “the change of impression” that glasses produced by taking care of the brand image more than the visual image of the product.

The sales on the day of advertisement expanded 1.5 times because we obtained a new purchasing layer by the advertisement that showed the value of glasses as a fashion item in an easy-to-understand manner. In addition, it was spread also through SNS, so that the retweet score in the twitter got into the domestic top 20 at the time of the day of the removal of information ban, and as a result, it became a popular advertisement spreading to more than 6000RT. The number of retweets is still increasing.

The main target is a person who already uses glasses and is potentially thinking to purchase the second and third glasses.

As for a sub target, we dare to say that, assuming potential people who do not entirely purchase fashion glasses as a fashion item, we also aim to acquire a wider market even more.

Glasses are essentially tools for vision correction. By lowering the cost, however, people can easily possess a plurality of glasses, thereby giving the glasses a value as a casual fashion item more than ever. Our company continues infiltrating the value of glasses as a fashion item and exploring a new market with our strategy of low cost and thorough craftsmanship. An advertisement that is aimed to enlighten the value of glasses as a fashion item.