• by Amy Corr , Staff Writer, August 27, 2007

LensCrafters had a vision: broker a magazine buy and become its sole advertiser. Vision accomplished in the August issue of Time Style & Design featuring the cover line, "Visionaries: Looking at the future through the eyes of 25 creative icons." Would LensCrafters eyewear adorn said eyes?

The 48-page magazine, a supplement to the newsweekly, debuted Aug. 10 and features 21 different pieces of creative under the "Open Your Eyes" campaign umbrella.

"Our campaign is about getting people to think of eyewear and LensCrafters in a different way -- in an empowering and confidence-building way," said Miah Sullivan, director of media buying and planning for Luxottica Retail brands.

"This approach gives additional legs to our new campaign and puts our message in a premium, uncluttered environment," continued Sullivan.

Starcom negotiated the media buy and DDB Chicago created the ads.

The takeover of marks the first time that LensCrafters has participated in an exclusive sponsorship. The brand also claims this is the first of its kind campaign in the eyewear retail category.

Creative consists of two half-page ads, a three-page inside cover gatefold, an eight-page center foldout, and four two-page ads.

Copy focuses on the role glasses play in a person's positive self-perception. "Those flats make you feel ten feet tall. Do your glasses?" reads one ad. Another ad, keeping with the "ten" theme asks, "That dress makes you feel ten years younger. Do your glasses?"