FULL BRIEF IS ATTACHED AS FILE -
We are an online contact lens store in Australia, and we are beginning a new campaign focussed on the idea that through our exceptional customer experience, we help enable and empower our customers to transform into superheroes when they switch from wearing their glasses to their contact lenses. Think Clark Kent to Superman = Glasses to Contacts.
This is best outlined in the aspirational headline message to be included as part of a promotional message:
“Creating Everyday Superheroes. BYO Cape.”
1040x400 Website homepage banner
Layered .ai File
All Graphic Assets are to be obtained and used entirely legally
Full exclusive Copyright.
Copy To Be Included within Creative:
Hierarchy of Messages:
Trading message outlining customer offer = “FREE SHIPPING. ALL ORDERS”
[this is key message for the communication to drive customer action]
Brand message linking to the creative theme = “CREATING EVERYDAY SUPERHEROES. BYO CAPE”
[this is the secondary message for the communication to build brand values]
Call to Action:
The banner would include an “ORDER NOW” button
We wish to utilise the concept used below (see image 1), applying it to our brand to illustrate the transformation our customers go through from being a regular person wearing glasses - to - a superhero wearing their contact lenses, and show the enabling role we play in always getting their contact lenses to them (so they can transform and be their best).
Man Entering Phonebooth becomes Female Wearing Spectacles
Character wearing glasses could be: Adult Woman 30-40, Average Mood, Not looking sharp in appearance just normal, Not excited, Having a standard day in their life, Very regular, A little slumped, Feeling ok, Not at their very best
Man Exiting Phonebooth becomes Female Without Glasses
Same Character Who Entered but: Great mood, Very Sharp/Smart Appearance, Excited, Having a great day, Glowing, Walking tall, At their very best, Wearing a subtle cape (to signal superhero), Confident, Positive
Phonebooth (symbolising our role) becomes:
Should be inferred that hero has passed through either
Image of Website homepage - 3D
OR a contact lens
Take inspiration from “force fields etc” in superhero / Sci-Fi scenes
Something else which is aspirational or transformational ?
Please do not use photographs. Cartoonesque style i.e. No Stock Photography. Illustrated.
Cannot use any superhero trademarks (aka Superman).