BEYOND THE LENS
Transitions® lenses have always been for the lens wearer looking for something a little different. To help shift perception and bring this to light for a younger audience, we partnered with celebrities and influencers who live by their own rules. From music and fashion to design and photography, we brought their real stories to life on Transitions.com through Beyond the Lens – highlighting the unique ways Transitions helps each industry insider perfect their craft.
Leading up to the Beyond the Lens campaign, we worked with Webber Shandwick and Project Runway's Tim Gunn to create a contest around three unique fashion challenges inspired by Transitions lenses. The integrated digital campaign leveraged display, social channels and social influencers to introduce Transitions lenses to a whole new fashion-focused audience. To keep the campaign fresh, new challenges were issued every two weeks to highlight the features and benefits of different types of Transitions lenses.
IN-PERSON TIPS FROM TIM
At the contest's end, one lucky winner was flown to NYC to meet Tim Gunn while the winners of each challenge were awarded gift cards to some of the most stylish stores on the web. To conclude the campaign, Transitions set up shop in Central Park to show unsuspecting trail lens wearers just how revealing the right lenses can be.