Transitions Optical TV campaign
April 3 and a 30 second spot on the Rai, Mediaset and La 7 networks will mark the start of the new TV campaign by Transitions Optical, the leading company for the production of photochromic lenses which adapt to various light conditions, give 100% protection from dangerous UVA and UVB rays, improve contrast sensitivity and cut down glare.
The campaign will appear simultaneously in 14 countries (Australia, Brazil, Canada, Finland, France, Great Britain, Italy, Mexico, New Zealand, Poland, Czech Republic, Singapore, United States, South Africa). For the first time, Transitions Optical will be addressing the public directly, and in particular people in the 22 to 55 age group, to raise awareness about the need to protect their 'sight capital'. Many things endanger the eyes in everyday life: continual movement from artificial light to sunlight, reflections, climate and environmental deterioration. But despite this, according to a European survey only 4% of interviewees were concerned about possible sight damage, whereas 83% were aware that the sun causes skin damage and take adequate steps to protect it.
Produced by Saatchi & Saatchi, directed by Australian Derin Seal and filmed at the Telstra Stadium and the University of Technology in Sidney, Australia, the protagonist of the spot is a young family living in the rarefied and hyper-technological world of the future, who move from internal to external environments and are exposed to the sun's rays. The natural and everyday actions are carried out tranquilly by the three protagonists because they are wearing Transitions photochromic lenses which give them effective protection.
The spot suggests that environmental conditions will 'force' us to do even more to protect our eyes from the sun in the same way we protect our skin: but why wait for the future, when the answer is already available? The essential message of the campaign is not to waste time and to start protecting our sight capital immediately by trusting in professional opticians; this is another important aspect of the communication strategy and alerts end-users and makes them responsible for going to those who can give them professional and competent help to find the best solutions.
'The TV campaign is an important step in our group's strategies', explained Alessandro Borzino, Transitions Optical Business Director for the Mediterranean area. 'There are various messages we want to convey to the public; the first is that every day our eyes are exposed to environmental hazards and they must be protected, in the same way as we protect our skin; the second is that there is no sense in waiting for the future, when the problem will be more serious, before doing something about it; the third is that effective solutions already exist, like Transitions photochromic lenses, which ensure protection and sight wellbeing in any light conditions'.
