CooperVision – Biofinity

Equality For Eyes

Can you find a new way of talking about contact lenses?

Unlocking the emotion

When CooperVision asked us to create a new platform for Biofinity, we re-defined the problem as standout.

Contact lens brands typically use claims-based propositions with lifestyle imagery.

Biofinity needed a more emotive idea that would enable a dramatically different look and feel.

Equality for eyes

Biofinity fits 99.6% of all prescriptions. It can improve more people’s vision than any other contact lens, which led to a new creative strategy.

Partnering with Optometry Giving Sight

We partnered with Optometry Giving Sight who provide sustainable eyecare solutions for under-served communities all over the world, particularly in Ghana.

The campaign marked a step-change from the traditional claims-based propositions and undifferentiated imagery used by contact lens brands.

Consumers and eyecare professionals

The campaign included assets for both B2B and B2C audiences, with powerful imagery and content that was radically different for the sector right across EMEA.



increase in sales


increase in market share


million additional revenue