DitchIt
Campaign | 2016 – 2017
We launched a dating campaign.
Spectacles got dumped.
Most LASIK advertising looked like a science presentation.
Clinical diagrams.
Technical explanations.
People smiling at invisible eye charts.
We decided to make it feel human instead.
Because nobody wakes up emotionally attached to their spectacles.
Most people are simply tired of them.
THE IDEA
Stop selling LASIK.
Start selling the breakup.
The campaign treated spectacles like a relationship people had quietly outgrown.
Not dramatic.
Not emotional.
Just… done.
Every execution captured a different way of letting go.
#DumpIt
A woman casually dropping her glasses into a wastebasket.
#ChuckIt
A man throwing them away mid-stride.
#DitchIt
A woman moving forward while her spectacles stay behind.
Different personalities.
Same emotional release.
The campaign transformed a medical procedure into something social, relatable, and emotionally immediate.
THE SYSTEM
The campaign was built around a few simple decisions:
• Bold colour-led backgrounds
• Handwritten hashtag typography
• Spectacles treated like discarded objects
• Minimal visual clutter
• Motion and gesture driving the storytelling
The hashtags were designed like social expressions rather than advertising headlines.
Loose.
Casual.
Conversational.
The glasses themselves became the third character in every frame, always shown falling, flying, or being left behind.
Never desirable.
Always temporary.
THE COPY
“#DumpIt.”
“#ChuckIt.”
“#DitchIt.”
“be you. be uniquely you with Contoura Vision.”
The language stayed intentionally simple and social-first.
No medical jargon.
No technical intimidation.
Just the emotional freedom of not needing spectacles anymore.
THE CHALLENGE
The real challenge was balancing emotional storytelling with a medical category.
The campaign still needed to accommodate mandatory healthcare and regulatory information without letting the communication feel clinical.
So the technical content was pushed into a separate information strip, allowing the main visual idea to stay clean, energetic, and human.
MY ROLE
Creative concept, copywriting, visual direction, art direction, and execution design.
THE RESULT
Most LASIK campaigns tried to explain the procedure.
This one focused on the feeling after it.
And that small shift made the category instantly more relatable.