Half The Resources; More Than Twice The Results
On the cusp of launching its Acuvue Define cosmetic lenses in seven Asia Pacific markets, Johnson & Johnson Vision was SPONTANEOUSLY FACED WITH THE TOTAL DISRUPTION of the global pandemic – BUT, WIth WEBER SHANDWICK, K-POP’S TWICE, AND A WHOLE WORLD OF CREATIVE THINKING, THE BRAND’S LAUNCH EXCEEDED ALL EXPECTATIONS.
In the wake of the COVID-19 outbreak, all plans to shoot and create new visual assets were halted due to travel restrictions and lockdowns. Furthermore, the pandemic had raised fears over touching the eyes and using contact lenses. Originally a campaign encompassing a 360 degree strategy and seven Asia Pacific markets, Johnson & Johnson Vision’s ambitions to launch its new DEFINE line of cosmetic contact lenses had been completely curtailed. Without the planned assets and resources, and with each market navigating lockdown, isolation, and quarantine, how could the campaign possibly go ahead?
Embracing the different dimensions of the new pandemic reality, Johnson & Johnson Vision and Weber Shandwick leveraged targeted research, the brand’s existing relationships with K-popstars TWICE, and groundbreaking new AR technology from Facebook to deliver the world’s biggest branded online K-pop concert: DEFINE X TWICE – a unique experience of connection and purpose designed to engage and uplift the Asia Pacific region’s quarantined and isolated populations.