Campaign Diaries
A Change in the Japanese Dislike for Sunglasses: Why Students, Nursery Teachers, and Firefighters Have Started Wearing Them
Source: https://www.advertimes.com/20261015/article560708/
Goal: To establish sunglasses as a daily eye care product in Japan
Claim: For everyone's eyes, for the future
Media: Television, TVer, YouTube, Prime Video, and print media
Summary: Zoff, a glasses brand, is accelerating efforts to establish a culture of wearing sunglasses in Japan, highlighted by a new TV commercial featuring actor Ren Meguro from Snow Man. The campaign aims to raise awareness about the importance of protecting eyes from UV rays, intending to increase the sunglasses wearing rate to 50% by 2030. The initiative includes promoting sunglasses in various settings where they were not typically worn, transforming their perception from a fashion item to an essential eye protection tool.
Campaign Diaries
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