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ACUVUE: Dare to Change by McCann World Group Shanghai

Client: ACUVUE
Date: May 2017
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McCann Worldgroup Shanghai has launched ACUVUE®’s ‘Dare to Change’ campaign, asking Chinese millennials to what has prevented them from achieving their full potential that they want to change.

The brand aims to empower millennials by engaging them to make positive changes, whilst reassuring them and breaking through their heath barriers.

For the campaign a video featured two people, invited for a session with a lifestyle consultant. Both had concerns about their work life that reflect the challenges that Chinese millennials go through in a tough and competitive environment.

The two participants were asked to take a photo and write down the one thing they wanted the most to change about themselves. ACUVUE gave them a full makeover experience including a coaching session on how to communicate and express confidence through their eyes.

When the participants were invited back into the studio, they were unaware that over their two week trial, their friends were asked to secretly film and take photos of them. The lifestyle consultant reminded them of what they wished to change from their first visit and then surprised them by showing them the transformations their friends had captured during their trial. The video ends the participants affirming to camera that they are sticking to the change by tearing up the photo of their old selves.

Credits

Group Creative Director: Wilton Boey, McCann

Creative Directors: Barbara Jiang, McCann & Betty Jiang, MRM//McCann