CLIENT:
CIBA Vision-Novartis
Campaign Theme:
“Girl Power”
GOAL:
The Ciba Vision “Girl Power” campaign positioned specialty contact lenses as a fashion accessory, elevating the traditional category perception from clinical to cosmetic.
Since female teens and women 18-24 are experimental about their looks and identity, FreshLook ColorBlends® eye color change gave them permission, on their terms, to have fun with their persona.
DELIVERABLES:
Print executions
HEAD:
Your date didn’t notice your new amethyst eyes.
You still have other choices.
Will it be Dante, Brian, Victor, Bobby, Sal or Tyrone?
COPY:
Just for tonight select a whole new you. One color at a time. With FreshLook ColorBlends®, choose from seven natural-looking options to create endless possibilities. For light or dark eyes. Even if your vision is perfect. Just visit your eye care professional for a free pair of amethyst lenses or freshlookcontacts.com to find out more.
HEAD:
Your mom thinks you’re at Susie’s house.
Susie’s mom thinks she’s at your house.
The band thinks the green-eyed hotties should hang for a while.
COPY:
Just for tonight discover a whole new you. One color at a time. With FreshLook ColorBlends®, choose from seven natural-looking options to create endless possibilities. For light or dark eyes. Even if your vision is perfect. Just visit your eye care professional for a free pair of amethyst lenses or freshlookcontacts.com to find out more.
HEAD:
They said your mouth would get you in trouble.
Turned out it was the blue eyes.
COPY:
Just for tonight enhance the color of your eyes and reveal a whole new you. One color at a time. With FreshLook ColorBlends®, choose from three natural-looking options to create endless possibilities. For light eyes. Even if your vision is perfect. Just visit your eye care professional for a free pair or freshlookcontacts.com to find out more.
HEAD:
He thinks your name is Rhonda.
He thinks you have green eyes.
Who cares what he thinks?
COPY:
Just for tonight invent a whole new you. With FreshLook ColorBlends®, choose from seven natural-looking options to create endless possibilities. For light or dark eyes. Even if your vision is perfect. Just visit your eye care professional for a free pair of amethyst lenses or freshlookcontacts.com to find out more.