World in Focus
This campaign for the Young Lions competition became our ticket to Cannes Lions. Built on visual perception and optical illusion, it demonstrated the product benefit through imagery that plays with scale – making viewers question whether they're seeing mountains or flower petals, forests or broccoli. The concept proved that sometimes the best way to talk about clear vision is to blur the lines first.
Date
April 2024
Team
Martin Keiptert & Michael Yousaf
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The Challenge
CREATE A COMPELLING CAMPAIGN FOR FIELMANN’S VARIFOCALS THAT HIGHLIGHTS THEIR MAIN BENEFIT: SEEING BOTH NEAR AND FAR CLEARLY. WHILE COMPETITORS FOCUSED ON TECHNICAL SPECS AND CONVENIENCE, WE NEEDED TO FIND A WAY TO MAKE PEOPLE ACTUALLY EXPERIENCE WHAT VARIFOCALS DO, NOT JUST UNDERSTAND IT INTELLECTUALLY. in 24 HOURS.
The Solution
INSTEAD OF EXPLAINING VARIFOCALS, WE CREATED VISUALS THAT EMBODY THEIR FUNCTION – IMAGES THAT COULD BE SEEN AS BOTH NEAR AND FAR SIMULTANEOUSLY. EVERY HEADLINE REINFORCED THIS DUALITY: „SEE THE MOUNTAINS AND THE PETALS,“ „SEE THE FOREST AND THE BROCCOLI.“ THE CAMPAIGN BECAME A WORKING DEMONSTRATION OF VARIFOCALS THEMSELVES, PROVING THAT WITH THE RIGHT PERSPECTIVE, YOU DON’T HAVE TO CHOOSE BETWEEN SEEING CLOSE OR FAR – YOU CAN SEE BOTH.
