How do you make people think about 'eye comfort'?!

Alcon DAILIES TOTAL1 contact lenses are really comfortable. How comfortable? ‘Win-a-staring-competition’ comfortable.

So we challenged the people of London to do the unthinkable: make eye contact with another human being.

Across the city interactive digital bus shelters featured four characters to start a staring competition with. Using eye-tracking tech, the posters knew when you blinked. If you couldn't hold the stare, you got a voucher for a free Alcon trial.

To launch the campaign with a bang, we created a live, cross-city staring competition. Human vs Human. Westfield vs Westfield. East vs West… West won.