Eyewear had become overly commoditized. Discount-driven, it was becoming harder for consumers to distinguish between brands. Plus, for most of us buying prescription glasses over the web seemed foreign. “How does that work?”

To introduce people to the possibility of buying KITS glasses online we embraced the insight of enlightenment and the cultural momentum behind mindfulness with a campaign titled “Open Your Eyes”. A visionary Guru – part Tony Robbins, part Deepak Chopra – would provide humorous self-help guidance and workshop training, always resolving with the same go-to advice for happiness: Go to KITS.com  The North America campaign launched with over 100 different elements, across TV broadcast, OLV, digital & social display, programmatic, audio podcast and branded content media tie-ins.