Bausch & Lomb | My HD Moments | Asia

Having initially launched in Taiwan, the campaign rolls out in Hong Kong and mainland China today and Malaysia next week.

‘My HD Moments’ is made up of three wepisodes featuring a Japanese girl collecting photographs from her boyfriend overseas. Eventually, she discovers a message of a marriage proposal hidden in the photos. Wanting to give her answer right away in person, she sets off to Hong Kong to search for him.

The creative concept is based on the ‘high-definition vision’ the brand promises consumers. With clearer vision, people can make better decisions and stay focused in all situations. The love story illustrates the idea of love at first sight, showing that clear vision has the power to secure a lifetime of love.

Short diary entries from the couple are also presented in phases to keep fans updated on the drama.

The campaign is also giving away an HD television and iPod nano for the best testimonials from users who have experienced the contact lenses. Bausch & Lomb has linked with Flickr for participants to upload their own photos along with their writing as part of the competition. In addition to building engagement, a principal aim of the campaign is to encourage consumers to use Bausch & Lomb disposable lenses for a trial period.




Credits:
Project My HD Moments
Client Bausch & Lomb
Creative agency DraftFCB
Executive creative director Raymond Chau
Creative directors Sammy Law, Valeria AuYang
Art directors Henry Kwok, Vincent Cheng
Copywriter Walter Wu
Media agency Mindshare
Agency producers Cheryl Sin
Production company Only Saturday
Director Rachel Chau
Producer May Lam
Exposure Print, online