Alcon asks monthly contact lens wearers to #NeverSettle in a spot by DigitasLBi Singapore

AOHG_KV.jpgDigitasLBi Singapore has launched the #NeverSettle integrated campaign to promote Alcon's latest innovative contact lens product: Air Optix plus HydraGlyde, monthly disposable contact lenses.

The #NeverSettle campaign, which will run across Asia starting in Malaysia, aims to spark conversations around the areas where people settle in their everyday lives, such as vision, without realizing it.

The campaign encourages people to never settle for the things in life that leave them unfulfilled. It centers around Germaine Yeap, a former bank Treasurer who left the world of finance to become a Muay Thai fighter and stunt actor. Germaine features in a 30 second product focused film and a longer 2 min film, that tells her personal journey from finance worker to fighter and shows how she can't settle for anything other than perfect vision.

Alcon2.jpgAlcon3.jpgThe campaign challenges people to not settle for an inferior monthly contact lens in their own lives and to choose Air Optix plus HydraGlyde instead. The first and only monthly contact lens that brings together two proprietary Alcon technologies: SmartShield Technology and HydraGlyde Moisture Matrix.

The integrated digital campaign activities include; a video, a social experiment video, macro and micro influencer outreach and digital advertising. The campaign is also supported by a PR launch and social content developed by Leo Burnett Malaysia.

Ashish Joshi , Asia Pacific Marketing Director at Alcon, "We wanted to tap into an unexplored area by using real people's stories. We wanted to look beyond traditional marketing activities so that we could better engage with consumers on an emotional level, and demonstrate the benefits of our product in the real world."

Keith Byrne, Creative Lead at DigitasLBi added, "We set out to inspire people with the #NeverSettle campaign to follow their dreams and step outside their comfort zones. Alcon has partnered with DigitasLBi, tapping into their creative, strategic and data offerings."

Credits -
Product Ad 30"
Director: Bertrand Lee
Assistant Director: Sufyan Sam'an
Executive Producer: Tania Wu
Producer: Danial Yeap
DP: Chuck Tham
Camera Assistant: Aizat Hashim
Camera Grip: Pamela Soh
Gaffer: King
Key Grip: David
Grip: Eric, Dickson, Shun Rong, Jerry
Wrangler: Fiona
Editor: Goh Jian Ying
Graphics: Layting
VFX: Owen Lim
Colourist: Royston
Wardrobe:  Natalie
Wardrobe asst:  Xin Ying
Sound: Nelson
Props Master: Wendy Chee
Art Assistant: MJ
PA: Shaun Lek, Douglas
Social Documentary 90"
Director: Thilagan Narayanasamy
Executive Producer: Tania Wu
Producer: Danial Yeap
DP: Shah Nasir
Camera Assistant: Jason Lau
Grip:  Hamdi, Chapa
Editor: Goh Jian Ying
Graphics: Layting
VFX: Owen Lim
Colourist: Nafisah
Sound: Jimy
New Business Director : Mark Teal
Account Director: Shruti Subramanian
Project Manager: Gilda Orru
Chief Strategy Officer:  Justin Peyton
Creative Lead: Keith Byrne
Associate Creative Director: Knox Balbastro
Digital Media Manager : Esther Brigitta
Media Specialist : Joshua Tan
Head of Communications: Beth Boswell
Regional Marketing Director: Ashish Joshi
Group Product Manager: Edlyn Khoo
Regional Franchise Head, Vision Care: Ellen Kim


'lox said:

And yet they settled for this.

Glorious opportunity lost.

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