Transitions Optical

Alexis Cardona - CMO
Patience Cook - Global Brand Manager

DDB New York *Lead Agency

Jillian Booty - Mgmt. Supervisor
Ellen Fields - Global Business Director
Jennifer Fox - Brand Planning Director
Janet Guillet - Group Creative Director
Kimberly Luisi - Sr. Copywriter
Rebecca Rehder - Acct. Director
Maria Tender - Director, Brand Planning
Dan Young - Sr. Art Director

FKQ Advertising + Marketing

Burson-Marsteller

Havas PR

Havas Media

Transitions Optical introduced photochromic technology to the masses in the early 90s with the first commercially successful plastic photochromic lens. Despite 20 years of growth and product improvements, current perceptions were based on old assumptions. Awareness was high, understanding was low Transitions lenses are much more than clear indoors and dark in sunlight. In 2012, with competition on the rise, we needed to catch perception up with reality. The Life well lit campaign succeeded in creating a simple shorthand for consumers and eyecare professionals, improving brand perception and increasing sales.