Matt & Matt
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Alcon - The London Stare

 

To get Londoners thinking about their eyeballs, we challenged them to do something they hate – make eye-contact with strangers. Using interactive ads and bespoke eye-tracking tech we challenged commuters to a real stare-off. If your eyes weren’t up to the challenge we gave you a free trial of our contact lenses.

 

How we did it

Alcon DAILIES TOTAL1 contact lenses are really comfortable. The challenge was to get commuters thinking about whether their eyes were currently comfortable. Which isn’t exactly something that crosses your mind that often…

So we challenged the people of London to do something that makes them incredibly uncomfortable: making eye contact with another human being.

Across the city interactive digital ads challenged commuters to a staring competition. Using cameras and cutting-edge 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.

There were ads which featured a selection of familiar clichés from public transport, and other spots which actually allowed two real people across the city to go head to head.