Lenscrafters: Eye Am Unique [video]

Credits & Description:

Agency: Marcel
Brand: Lenscrafters
Country: France
Advertising Agency: Marcel, Paris
Entrant Company: Marcel, Paris
Media Agency: Marcel, Paris
Pr Agency: Marcel, Paris
Production Company: Marcel, Paris
Additional Company: Lenscrafters, Milan
Developpers: Charles Coulais (Marcel)
Developpers: David Buff (Marcel)
Strategic Planning: David Daines (Marcel)
Developpers: Eric Beaufol (Marcel)
Developpers: Laurent Gabarre (Marcel)
Project Manager: Noëlla Neffati (Marcel)
Technical Project Manager: Renaud Cacciani (Marcel)
Creative Directors: Carmine Coppola (Marcel)
Ceos: Charles Georges-Picot (Marcel)
Global Marketing Director: Jane Villeneuve (Luxottica)
Strategic Planning: Megan Gutman (Marcel)
Art Directors: Thérèse Jonsson (Marcel)
Chief Creative Officers: Dimitri Guerassimov (Marcel)
Director: Edouard Le Scouarnec (Marcel)
Chief Creative Officers: Fabien Teichner (Marcel)
Copywriters: Linnéa Kavjsö (Marcel)
Technical Project Director: Stéphane Nauroy (Marcel)
Creative Chairman: Anne De Maupeou (Marcel)
Copywriters: Antonin Jacquot (Marcel)
Lead Ux: Areski Dehloum (Marcel)
Developpers: Edgar Lacouture (Marcel)
Art Directors: Eulalia Bartolomeu (Marcel)
Account Supervisors: Olivier Martin-Dupray (Marcel)
Managing Director: Olivier Sebag (Marcel)
Ceos: Pascal Nessim (Marcel)
Creative Directors: Lionel Bui (Marcel)
Cto: Louis Da Silva (Marcel)
Motion Designers: Mathieu Braccini (Marcel)
Director Of International Business: Alberto Scorticati (Marcel)
Account Supervisors: Fanny Delaunay (Marcel)
Developpers: Julien Felgueiras (Marcel)
Motion Designers: Julien Taillez (Marcel)
Art Directors: Marie-Océane Scerri (Lead Ad) (Marcel)
Developpers: Ando Razafimandimby (Marcel)
Copywriters: Maxime Dos-Santos (Marcel)
Developpers: Pascal Sok (Marcel)
Editor: Pierre Le Goff (Marcel)
Campaign Description:
To promote their truly personalized eye care, LensCrafters has created:EYE AM UNIQUE - A one of a kind experience to make people understand how truly unique their eyes are.We turn unique iris color pattern into a highly precise eye-print. Just like a fingerprint… but of your eye.
Execution:
Launch the app, take a picture, let it analyze the million shades of colors of your eyes, then discover your eye-print: an artfully designed data-visualization expressing your uniqueness. Every minute, thousands of eye-prints were generated, shared on social networks and plugged into a geo-localized database on EYEAMUNIQUE.COM - an interactive website showcasing a real-time map of eye-color patterns from all around the world.
Strategy:
Our strategy is to envolved our consumers to the concept. That’s why we create for them an app where everyone can see by himself the uniqueness of his eyes.
Outcome:
An estimated half of billion people from around the globe have been exposed to the LensCrafters EYE AM UNIQUE experience, discovering how precious and unique their eyes truly are.
Synopsis:
The competition between retailers of prescription eyewear is tough. And all brands proclaim their expertise in eye’s domain. So how can Lenscrafters, one of the largest optical chains in the world, tackle this problem?