Every day up to 27 million people in the UK struggle to do the things they love due to the eye health condition, Presbyopia.
Our challenge was to encourage ‘Presbyopes-in-denial’ to book an eye test and consider ACUVUE contact lenses to correct the condition.
Our phased campaign culminated in an experiential pop-up restaurant that capitalised on the lack of awareness around the condition. ‘The Presbyopia’ by ACUVUE brought to life the experience of dining as a Presbyope. Dim lighting and blurred menus created an instant, meaningful connection for media and drove consumers to trial lenses.