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