Acuvue

April Fools’ Prank

Objective
Acuvue contact lenses help you see the world at its natural best. With the youth being its primary target market, building relevance is an ongoing challenge for the category and the brand. A fun, pop culture occasion would be a good way to grab their attention.

Insight
The selfie-clicking, right-swiping youth spends a significant amount of time taking selfies and applying a variety of filters that does everything from getting rid of blemishes on the skin to toning up their body. We decided to get in on this and prank them on April Fools’ Day (1st April).

Idea
Acuvue announced that it was launching an app called VueTrue on 1st April. This app would enable users to view any image online in its true original form – eliminating filters and re-touching work done on online images – from holiday pictures to food shots to dating profiles pictures. We even created an app demo video to show how it worked! All one had to do was pre-register for a free trial of the app.