Opti-Free - Irritating Lens Face

When your eyes get irritated, it’s easy to blame your contacts. But it really has more to do with how you clean them.

So how did we convince a skeptical target audience to switch to a better contact lens solution? We raised the stakes. Showed them that something as small as a dirty contact lens could ruin something as big as a meaningful moment. And we did that by making up a fake disease with very real consequences: Irritating Lens Face (ILF).

Then we spread the word through online videos, digital, print, social, and a sweepstakes.