Brand: Transitions / Essilor
CEO: Chrystel Barranger
Associate Director, Global Brand Marketing: Charlotte Hamel
AGENCY : Animals
Founder & Creative Director : Manoëlle van der Vaeren
Account director : Amanda Bard
Conception : Les VDV
Art Direction : Nadège VDV
Copywriters: Olivier VDV et Paul Delmas
TV Production/Art Buying: Sanae Belkouri
PRODUCTION: Gang Films
Director : Paul Ward
DOP : Cézary Zacharewicz
Producer : Frédéric Mialaud
POST-PRODUCTION : Bandapart
Sound : Chez Jean
Music : PAROV STELAR “The sun ft Graham Candy”
Published: May 2018
Synopsis:
Transitions, the range of adaptive lenses by Essilor, chose Animals to manage its global relaunch and brand repositioning for opticians (BTB) and the general public (BTC).
The new campaign was officially launched at the beginning of April in the US, UK, Asia and South America and on the 15th May in France. It airs on TV, in cinemas, press and outdoor, in-store and digitally.
The photochromic lenses, Transitions, are corrective lenses that automatically adapt to changing light, going from clear to dark, to reduce eye strain and fatigue, blocking UVA and UVB rays and filtering harmful blue light. They adapt to any frames and are available in a wide range of colors, designed to complement your lifestyle.
The new brand platform “Light Intelligent Technology”, the global communication plan and the baseline of the campaign “Light Under Control”, aim to rejuvenate the brand image and make it more attractive to a wider and more urban target audience.
The ambition of Transitions is to become a modern, must-have “lifestyle” brand for wearers, whatever their age or way of life.