Industry Sector
New Transitions® campaign inspires wearers to ‘move freely in any light’
New Transitions® campaign inspires wearers to ‘move freely in any light’
To move freely in any light – with speed, style and smart vision – is the inspiring concept behind a brand-new 360 marketing campaign from Transitions® Optical, designed to encourage glasses wearers to upgrade their look and performance.
The campaign illustrates the beauty of an effortless life with Transitions® lenses and the struggle without them in today’s fast-moving world. By contrasting the new way with the old, it aims to inspire a mindset of change and encourage consumers to try the lenses and effortlessly adapt to changing light.
Set against an urban backdrop, the leading character moves smoothly with quiet confidence through a city that never pauses. While others chase the noise, she follows purpose – steady, luminous, untouchable. In a world of motion, she leads with intention.
Running from 10 September, the campaign is expected to generate over 15 million impressions and features an engaging video promoted across YouTube, Disney+, Amazon Prime Video, and Netflix, along with digital adverts on social media and leading consumer lifestyle titles.
In-practice posters will be available to drive awareness, along with window banners for selected customers.
Tim Precious, Managing Director at EssilorLuxottica, said: “We envision a world where Transitions® lenses are the standard – empowering people to move through life with clarity and ease, transforming everyday moments into experiences of comfort, confidence, and connection.
“It’s time to embrace the future and forge ahead, leaving behind the old and embracing the new. We need to showcase how Transitions® dynamic lenses are the new standard for everyday glasses by demonstrating how they can make a real difference in patients’ lives.
“Transitions® lenses redefine performance – not just exceeding expectations but reshaping how we experience vision in motion. It’s more than a breakthrough; it’s a catalyst for transforming everyday life into something extraordinary.
“With Transitions® lenses, we offer the possibility to upgrade vision, offering better comfort, eye protection and style. From must wear to love wear, wearers no longer “have to” wear glasses; wearers “love” wearing glasses.”
About Transitions® GEN S™
Last year Transitions®, introduced its latest innovation: Transitions® GEN S™ – the perfect everyday lens. Available in eight vibrant colours, including the on-trend ruby shade, GEN S™ is ultra-responsive to light. It reaches category 3 darkness within seconds1* and fades back quickly 2, offering seamless vision and style throughout the day.
Consumer trials reveal that 9 of 10 wearers chose Transitions® lenses over clear lenses 3, 86% of wearers felt confident in how they looked wearing Transitions® GEN S lenses 4, proving that once people try them, they love and want to keep them.
Visit Transitions Lenses | Light Intelligent Photochromic Lenses
