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

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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

DigitasLBi:

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

ALCON:

Head of Communications: Beth Boswell

Regional Marketing Director: Ashish Joshi

Group Product Manager: Edlyn Khoo

Regional Franchise Head, Vision Care: Ellen Kim