Seeing Beyond

Zeiss

INDUSTRY

Healthcare Technology

OUR ROLE

Creative development

Digital

Social

Video

THE STATS

216 Social Assets

220 Video Assets

64 Cinemagraphs

40 Key Visuals

Collider were briefed to create a multichannel, global campaign to excite audiences (B2B, B2C and B2B2C) and launch the new ‘Smartlife’ range of optical spectacle lenses.

Zeiss Smart Lens technology is designed to ease the strain today’s always-on, connected world places on our eyes. But its benefits are complex and age specific. Using a data-driven, social first approach, we distilled this complex product messaging into a creative idea which would be easily and instantly understood by a digitally-distracted global audience.

The energetic and upbeat ‘Take on everything your eyes face today’ campaign, simultaneously shows everything our eyes face. Across every age group. Across 50 countries.

216 individual social assets ensured maximum relevancy to specific audience and age groups, across all stages of the customer journey, including unique creative for Asia and Western markets. 95 global films included TV for the UK and Taiwan. 40 key visuals featured across press, out of home and point of sale. A fully editable ‘toolkit’ enabled unlimited local market adaption and roll-out.

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