In a new integrated campaign from WPP agencies including Ogilvy UK, Mediacom and Bookmark, and partner agency True Story, Boots Opticians showcases how it can help consumers feel confident and find frames they'll love. This brings consumers to that ‘feel good frame moment’ when they find the perfect pair.
The creative idea was born from the fact that many consumers, particularly 35 to 50 year olds who have never needed glasses before are often inclined to put off visiting an opticians, struggling with how glasses might affect how they look and feel.
Created by Ogilvy UK, the campaign which launches today on on Channel 4 as well as instore, showcases a range of people of all ages embracing their unique styles. The film features upbeat music, vivid colours and impactful imagery to bring a freshness to the work.
This is the latest campaign expressing the Boots UK brand ethos of helping everyone feel good. The campaign builds on the successful 2018 summer Faceless Beauty campaign, which challenged the norms of traditional beauty ads, championing the idea that real beauty isn’t just how you look, but rather how it makes you feel.
Speaking about the work, Sam Cartmell, Deputy Executive Creative Director at Ogilvy UK, commented “Boots has always championed everyone’s right to feel good and nothing feels better than finding the perfect frames for you. Feel Good Frames is designed to capture that unique feeling. We hope it helps reframe Boots Opticians and helps tell their extraordinary story – from their amazing new instore frame stylists to their huge range of designer and exclusive own brand frames. And it’s an idea that flexes across different channels – from social, digital and print to TV, PR and publishing. We want to encourage everyone to find their Feel Good Frames.”
Boots Opticians' Head of Marketing, Madeline Shaw, said “the ad features a diverse range of our core customer groups, looking fabulous and feeling amazingly confident in their frames. This campaign is very different from anything we’ve seen from Boots Opticians before, and we think will really bring our brand personality to life.
This fully integrated campaign will run across ATL TV, print, PR & influencer marketing, 121, in-store and social.
More on this work in Little Black Book here.