We asked young women to tell us how they feel about color contact lenses. Many found them to be a fashion fail, but when we asked them which color they would try, they were all ready to play.

 

And so, the Permission to Play campaign was born, allowing young women to play with their eye color — without the fear of judgement. 

 

Below is just some of the things we created, including a :30 for TV, an alt :30 (my personal fave), a :15 for online pre-roll, a lookbook, coupon dispenser, banner ad, CRM email, and a sizzle reel — as well as tactical ideas to introduce a new gemstone collection.

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Art Director: Diego Paz