Marcel & LensCrafters' Optical Appreciation

LensCrafters has launched a global creative campaign that will encourage consumers to stop and marvel at the vital role that eyes play in their emotional life, personal identity and overall health. The campaign, entitled “Take a Stand for Quality Vision Care”, will communicate LensCrafters’ passion for celebrating the eye and acting as a partner in total vision care—the synergy of trusted eye care and exceptional eyewear. LensCrafters is the North American representation of the Eye Love global retail brand family that also includes LensCrafters China (China), OPSM (Australia) and GMO (South America). The campaign launches for LensCrafters on February and on behalf of LensCrafters China and GMO in March 2014.

“Take a Stand for Quality Vision Care” will prompt the viewer to reconsider the eyewear retail category and who they trust to care for their eyes. It will challenge the public to seek a qualified partner who understands the importance of the eye, not only to vision, but also to the entire life experience. The campaign features striking imagery paired with bold, provocative language that pulls at the emotional essence of eyes and the preciousness of sight. It expresses the experience of staring deep into someone’s eyes and getting lost, finding their humanity and gauging their spirit.

Owned by Luxottica—the leader in premium, luxury and sports eyewear—LensCrafters is the leading provider of truly complete vision care. The brand offers experts in vision care, including eye doctors and skilled opticians; personalized experience from knowledgeable staff aided by proprietary technologies, and a comprehensive selection of high-quality and name brand eyewear.

“The new campaign is more than a new creative direction—it is a common vision for our brand to make sure that everyone who sets foot in our stores leaves seeing what they love and loving what they see,” says Eric Anderson, SVP & GM LensCrafters. “We accomplish this by offering the latest technologies for fitting and selecting glasses and the highest quality name brand eyewear. This campaign challenges people to think about how they care for their sight and who they trust to help them along the way.”