Visionworks Confronts the Villainous Council for Eye Care Complexity in Comedic Spots
Leo Burnett Chicago teams up with actor Karan Soni to help audiences 'See the Difference' regarding the eye care industry
Visionworks has launched a new brand campaign, 'See the Difference,' introducing audiences to a comedic cast of villainous eye care executives intent on making the industry as complex as possible — helping show audiences that eye care really doesn't have to be that difficult.
Visionworks' new brand direction embraces an honest and relatable tone, promising simplicity and transparency in the eye care experience — a welcome change in an otherwise opaque and confusing industry. 'See the Difference' began in June and full campaign work debuted on July 8, running across TV, online video, social, print and radio.
"Visionworks is positioning itself for a new phase of growth, establishing our brand as the obvious choice for complete eye care," said Pete Bridgman, chief executive officer, Visionworks. "We believe that consumers should be able to see the difference in our products, our service, and the eye care experience. Our new brand campaign celebrates that clarity."
Actor Karan Soni serves as the new face and voice for the campaign, representing the eye care ambassador you can trust among the other out-of-touch executives. This is Leo Burnett's first creative campaign for Visionworks since being named agency of record in November 2018.
Leo Burnett will also be creating a new visual identity for the Visionworks brand in tandem with new creative work, all featuring the brand's Love What You See Guarantee: Love How You Look, Love How You See, and a 100-day guarantee to fix your glasses if you don't love them for any reason.
"Leo Burnett and Visionworks are both in the business of creating human value," said Britt Nolan, co-president and chief creative officer, Leo Burnett Chicago. "We're excited to partner with Visionworks on category-defining creative work, harnessing behavioral insights and reimagining this new era of consumer eye care."view more - Creative
CEO: Peter Bridgeman
Chief Marketing Officer: Stan Lippelman
Marketing Director: Lance Wagner
Creative Agency: Leo Burnett Chicago
Chief Creative Officer: Britt Nolan
Creative Director: Brian Shembeda (EVP), Jeff Candido (SVP)
Associate Creative Director: Rene Delgado, Matt McCabe
Account Director: Mark Burgess (EVP), Sarah Kaminsky, Alexis Andreasik
Account Supervisor: Rachel Perzek
Strategy Director: Kevin Lilly (EVP), Kelly Alesso (VP)
Director of Production: Veronica Puc (EVP)
Executive Producer: Tom Keramidas
Senior Producer: Adine Becker
Production Manager: Michelle Byrdak
Creative Resource Manager: Mao Moua
VP Director: Peggy Walter (Director of Celebrity Services)
Talent Manager: Regina Gomez
Senior Counsel: Laura Cooney
Clearance Manager: Michelle Overby
Genres: Comedy, People, Dialogue
Categories: Eyecare, Beauty & HealthLeo Burnett Chicago , Tue, 16 Jul 2019 10:19:16 GMT