Cutwater's first work for LensCrafters attempts to put heart and soul into the brand with a new campaign that promises, "Love what you see. See what you love."
The effort, which broke yesterday with print and TV advertising, uses the visual device of two hands creating a heart to frame all the different things people love -- their kids, pets, significant others, hobbies, whatever they set their sights on. The spot ends with an iconographic-based tagline that expresses "I love LensCrafters" using symbols of an eye, heart and the letters LC.
"We wanted a visual language for a visual brand," said Cutwater CCO Chuck McBride, shorthand that will be prominently featured throughout the communications, including print, out of home, cinema and digital advertising. The latter includes new Web site created by Razorfish and an interactive push that will soon invite consumers to share personal stories about what they love to see.
The agency, which also works on Luxottica's Ray-Ban and Persol brands, added the LensCrafters assignment last June when the account was moved from Omnicom sibling DDB Chicago after a credentials review.
The strategy for the campaign was born out of a three-day brand workshop at the company's Cincinnati headquarters with management and employees. As the creative team interviewed employees, it quickly zeroed in on a sentiment that they felt had powerful potential and had never been expressed in the advertising, primarily tactical messages about LensCrafters' one-hour service promise, its value pricing and most recently its fashionable products. "What the employees kept saying was 'I love helping people see,'" said McBride, but when looking at the history of the brand's advertising that emotion was nowhere to be found. "Where's the love?" McBride said the agency asked.
While most retailers are pushing price and value, LensCrafters is adding emotion to the requisite price pitch. "Especially when everything was going on sale, how can this brand go on sale again? There was nothing new about a sale. The brand had to stand for something bigger than price discounts," said McBride.
To keep a natural lifestyle feel to the ads, group creative director Joe Kayser, art director on the campaign, said real people were cast for the print, shot by Bill Zelman, and the spots, directed by Joaquin Baca-Asay of Park Pictures. "We wanted to film real people doing real things," said Kayser, who used the hands of cast and crew, even his own, to create the heart framing. "[The idea] was show us what people love to see, let's pretend we're the eyes of 90 different people."