Although Sears is a recognizable brand, consumers have been unaware of Sears Optical both as a part of that trusted brand and a source for quality eyewear. With this spot Sponge, Chicago draws a parallel between people missing small, but important details in their daily lives and missing Sears Optical. The big idea: Anyone not going to Sears Optical is missing something. The Result: Increased sales and higher awareness through increased conversation, sharing and spoofing of the spots across social media platforms.
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