Sample: Dollond & Aitchison
Media: rich media online ads and microsite (part of a 360 campaign)
Agency: DLKW
Launch: June 2007
the project
No young 16-24-year old woman wants to be labelled ‘the one with the glasses’. So D&A saw an opportunity to target this audience, opening up a huge potential market for contact lenses. Together with Johnson & Johnson, D&A partnered up to offer a free eye test and sample contact lens trial so women could be free from face furniture and express their own style.
the idea
To inspire this audience, we designed a ground-breaking ‘Look Reinventor’. With hundreds of lip, hair and eye expressions on a model, users scroll from everyday to outrageous looks, learn tips from a make-up artist and send their new looks friends. Yay!
involvement
Initial ideation
User experience input
Creative direction of the DM and digital teams
Copy tone of voice development
Content creation
