CLEANING CLOTHES ADS.  The challenge and the strategy. Usually we go to the optician once every two or three years, when we need to change our glasses. In a lapse of time this long, it’s easy to forget about the shop we’ve been to. Therefore, we thought about a campaign that could work on Monocle clients 365 days a year.

How? Simply by adding a visual and a headline on an everyday usage object: the cleaning glasses clothes. This is how Hello Reality is born, a campaign that reminds the importance of cleaning glasses if you want to see reality in a correct way, but that at the same time keeps the Monocle image alive in client’s mind.