Johnson & Johnson Vision Care launches changing cityscape campaign

The campaign for Johnson & Johnson Trueye lenses features a reverse print poster. Under ambient light the poster shows a daytime city view. But by night a panel within the poster lights up to create a glowing nighttime view.

The aim is to highlight the flexibility of wearing the contact lens for a prolonged period of time, demonstrating how the contact lenses can help consumers "perform at their peak at any time".

The campaign, created by McCann Erickson, will be featured around major malls and shopping areas. It also includes bus-shelter panels that allow smartphone users to interact with the poster using near-field communications.