• by Tanya Gazdik , July 7, 2017

LensCrafters is launching a video that aims to help people see life through a different lens.

The campaign targets Millennials and seeks to connect with their optimism, according to the agency. 

As part of the “See. Good. Daily” campaign that launched last year, the optical retailer via its agency Truth Collective, is launching a 45-second video. Shot in Los Angeles, it introduces “The Good Portal,” a concave window built into a wall in a diverse Los Angeles neighborhood that provides a hidden experience for people to enjoy.

When passersby peek into the portal, they come face to face with a performance from the Los Angeles Children’s Orchestra and MUSYCA, California’s leading performing arts organization for kids. Those looking into the portal see a mix of children performing in an orchestra and choir, singing and playing instruments. Their delighted reactions to what they are seeing are filmed. 

An original song was scored for the campaign by two-time Grammy-nominated David Schuler.

The video broke this week in Boston-based cinema and digital as well as TV in Orlando. Digital channels will go live on a rolling basis.

This is the second iteration of the campaign which kicked off late last year with social engagement, digital content and a firsthand experience with customers on the streets of New York, Boston, Chicago and Columbus, Ohio. Street teams bought 477 coffees, held 29 umbrellas, handed out 2160 sunflowers, paid for 21 loads of laundry, posted 2,160 notes of affirmation and prompted 2.24 million social media impressions.