The power of sight.

LENSCRAFTERS

I set out on a mission to claim back the crown of America’s favorite eyewear retailer for LensCrafters. I started by exploring how people think, talk, and feel about eyewear and eye care through desk research, social listening, and 1x1 interviews.

The Work:
BRAND STRATEGY
CAMPAIGN DEVELOPMENT

The Challenge

LensCrafters used to have a monopoly on the eyewear industry.

It’s 2004. Your mom drives you to the mall. You walk past Spencers, Macy’s, and Bath & Body Works before you head into a LensCrafters. You peruse the walls lined with glasses until you get a quick eye exam from a friendly eye doctor, pick out your favorite brand name frames (Ray Bans of course!) and within an hour get your new glasses. Life is good.

Today, LensCrafters is failing to keep up with challenger brands.

Overtime LensCrafters chose to stick to their in-store retail model providing eye care, eyewear, and onsite labs to craft glasses in about an hour. Meanwhile, challenger brands like Warby Parker, Zenni, and EyeBuyDirect, have emerged capturing consumer’s attention with minimalist styles, online convenience, at home try-ons, and affordable prices. As LensCrafters loses market share and brand awareness to challenger brands, the time to make a change is now or never.

The Opportunity

Eyewear industry has lost focus on what really matters.

As glasses became branded as a fashion accessory rather than a medical necessity, the conversation around eyewear became dominated by fashion and style. Challenger brands are thriving on this by offering cheap trendy styles.

To reclaim the market and change the conversation, LensCrafter’s needs to remember why they started in the first place: the power of sight.

The Solution

Rediscovery the wonder of the world around you.

While other brands focus on eyewear fashion, we’ll own what we do best: providing the best eye care.

Why? Because getting the right eye care leaves you in awe of the world around you. Most people describe the moment they get glasses as life-changing.

In that instant, they realize they’ve been missing out on the world around them.

Creative Direction: Be moved by everything

Print | OOH | TV Script | Product Extensions

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Awards & Recognition

Richmond Ad Show: Silver (1) Bronze (1)

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