Conceived and developed by DLKW, the Dollond & Aitchison and Acuvue "Reinvent Yourself" campaign engages with 16- to 24-year-old girls enticing them to try a new look with contact lenses.
D&A are offering a free contact lens assessment and trial. Once girls have had their assessment they will be given a unique code which allows them to claim a fantastic beauty kit worth over £15.
The creative concept strongly identifies with girls' love of experimenting with their appearance by showing nine images of the same girl with nine different looks. Eyeliner style copy encourages girls to reinvent themselves with a contact lens assessment and trial at D&A.
The campaign is supported by online advertising and by advertorials and display advertising in key titles such as Sugar, Cosmogirl and Glamour. Changing room posters will appear in New Look and Miss Selfridges.