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Millennial Purpose—where vision enhancement outshines vision correction

When LensCrafters engaged Truth Collective to elevate the category of daily disposable contact lenses among millennials, it became clear that we needed to take eyesight from something purely physical to a matter of perspective, and connect with the spirit of our audience’s optimism. That insight turned into a call for millennials to open their eyes and their hearts through lenses that allow them to see and be seen in our world.

The idea? See. Good. Daily. In today’s uber-connected world, it’s never been easier to quickly—and often times, negatively—judge. We wanted to invite people to look at the world through happier and healthier eyes. Daily disposable contact lenses, along with a healthy dose of optimism, allows the wearers to change their perception and see the good in the world every single day, and then do it all over again tomorrow. 

We engaged our audience through social channels and influencers, powerful video stories, ultra-relevant content developed with like minded partners, and a destination microsite, provoking people to see (and share) the good in the world, and compelling them to learn how dailies make it easier. 

The idea was even more powerful when experienced firsthand on the streets of NYC, Boston, Columbus, Houston, Chicago, and San Francisco, where our unbranded street teams unleashed small random acts of kindness that helped people see positivity and optimism in their own daily lives.

This first year of See. Good. Daily. work was completed in 2016. Director Keith Rivers and his production company at the time, Creative Workshop in Seattle, handled production duties. Photographer David James Swanson contributed to the still photo production.