Varilux progressive lenses, an Essilor brand, provide uncompromised vision at any distance. VARILUX&CO adapted the European campaign, “Modern Hero”, to the Canadian market, as well as developed the strategy, planning and media buying for the integrated national campaign.
Based on the driving visual of the European campaign, the layout of all pieces (Web and print) was revised and the television commercial editing was optimized so as to make it more dynamic and make the story easier to understand. In the French version, the talented Montréal-born actor Marc Labrèche lent his voice as narrator of the adventures of the modern hero. There was a full-blown national campaign using both conventional and specialty tv channels, creative use of digital panels in Canada’s trop three cities, as well as a major digital campaign.