How do you make an optical brand desirable in the fashion-first world of sunglasses?

The answer wasn't about competing with fashion retailers - it was about reframing what protection means when it looks this good.

THE CHALLENGE

Here's the paradox: LensCrafters carries some of the most coveted fashion brands in the world. Ray-Ban. Oakley. Prada. Giorgio Armani. Chanel. Yet when people think about buying sunglasses, LensCrafters isn't where their minds go first.

Why? Because optical brands live in a different headspace.

When someone walks into a store thinking "prescription glasses," they're thinking function. Clarity. Necessity. But sunglasses? That's pure fashion. That's choosing frames like choosing an outfit. It's about how you look, not how you see.

The question became clear: How do you make prescription sunglasses feel as desirable as fashion sunglasses? How do you bridge the gap between optical necessity and style aspiration?

THE INSIGHT

We started with a simple truth that most people choose to ignore: sunglasses don't just look good, they do good.

Just like your skin, your eyes can get sunburnt. And just like skin damage, it accumulates. It compounds. It leads to problems years down the line - cataracts, macular degeneration, permanent damage. This isn't theory or scare tactics. It's ophthalmology.

But here's the thing about eye health: it's invisible until it's not. You can't see UV damage the way you see a sunburn. And what we can't see, we rarely protect. Consider this: we'll spend minutes applying sunscreen to our faces, yet walk outside without a second thought about our eyes.

How do you make people care about something they can't see?


THE IDEA

Change the frame to change the game.

What if we stopped trying to convince people that LensCrafters (USA) is fashionable, and instead borrowed the fashionable credibility we already carry? What if protection could be the new fashion story?

The campaign line said it all: "Sunblock never looked so good."

A print and out-of-home campaign elevated eye protection to the same aspirational space as skincare. Editorial photography showcased Ray-Ban, Prada, Emporio Armani and Oakley in all their fashionable glory, while the messaging reframed sunglasses as essential protection. We made eye protection feel as desirable as SPF 50—because when you're wearing Prada sunglasses, you're not compromising on style for protection. You're getting both.

Sunblock never looked this good.

  • Lenscrafters, OPSM advertising.

    Oakley

  • Lenscrafters, OPSM advertising.

    Rayban

  • Lenscrafters, OPSM advertising.

    Emporia Armani

  • Lenscrafters, OPSM advertising.

    Oakley

  • Close-up of a person wearing tortoise shell sunglasses with the brand Ray-Ban visible on the frame. The person has gold eyeshadow and highlighter on their eye area, with the eye reflecting the light.

    Rayban

CREDITS

Luxottica Global Brand Director Optical Retail Jane Villeneuve

MARCEL, PARIS
Chief Creative Officer: Anne De Maupeou
Executive Creative Director: Carmine Coppola
Chief Executive Planner: Rob Klingensmith
Planning Director: David Daines
World Wide Account Director: Alberto Scorticati
Account Director: Fanny Delaunay
Producer: Thomas Geffrier