Ad Nut
May 8, 2017

Acuvue 'experiment' dares young Chinese to change

Acuvue banks on the age-old formula that contact lenses give wearers a confidence boost.

This social experiment-style 'Dare to change' campaign from Acuvue and McCann is like a milder version of India's infamous whitening skincare ads, where young women emerge more confident and successful after a makeover. 

Although Ad Nut knows some humans who are very comfortable with their cute hipster glasses, there are those who feel that contact lenses can give them a confidence boost—like the young woman in the video who finds it hard to maintain eye contact while wearing glasses during job interviews. She is certainly not alone, as politicians such as Hillary Clinton and Singapore Prime Minister Lee Hsien Loong ditched their glasses in bids to connect with the electorate (with varying results). 

Ad Nut is all for helping young people gain confidence as they embark on their first jobs, but feels a bit uncomfortable any time a campaign purports to build confidence by first poking at people's confidence in their appearance. Another eyecare brand, Pegavision took a bolder approach last year and delivered a more positive message for young women.

The Acuvue campaign includes a partnership with LinkedIn as well as activation on social-media platforms where lifestyle KOLs asked their millennial followers to commit to a change that will make them more confident. 


J&J Vision
J&J Vision Marketing Director: Anne Dumesges
J&J Vision Brand Manager: Thelma Zhao

McCann WorldGroup:
J&J Vision Asia Pacific Head: Cia Hatzi, McCann WorldGroup
Group Creative Director: Wilton Boey, McCann
Creative Directors: Barbara Jiang, McCann & Betty Jiang, MRM//McCann
Account Management: Callie Tan & Chelsea Lin, McCann & Hoong Wei Ling, MRM//McCann
Planning: Helene Huber, McCann
Producer: Canossa Fong, McCann

Production House: Chosen Production
Director: Jaemin Kim

IPG Mediabrands / J3
Charlene Jiang & Aaron Cho

Related Articles

Just Published

2 hours ago

Could China’s short drama boom create lucrative IP?

Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.

4 hours ago

Dr Oetker picks Adam & Eve/DDB to lead global ...

BBDO, the incumbent, will continue to handle Germany.

2 days ago

Converse opens sustainability-minded retail space ...

An experimental retail location, Renew Labs Fitzroy, showcases the footwear brand's creativity, co-creation, and "inclusive ideation towards a more sustainable future".

2 days ago

This film about a dancer will make your heart soar

Don't miss 'The dancer', from BNZ and Colenso BBDO, a gorgeous film for anyone who's ever felt isolated and then found their tribe.