Japanese Eyewear Brand Goes Global with 'Life Is What You See' Campaign

Tokyo-based leading eyewear brand JINS had expanded into the U.S market this April with an ad campaign “Life is what you see”. Opposed to the robot-driven flagship store in San Francisco and it’s innovative eyewear technology, the ad organically taps into people’s important moments in life to appeal that what you see and how you see each moment in life, is what creates the life itself. 

Having made a successful, sensational shift in re-branding from a local celebrity endorsement TV ad to global branding, the campaign gained over 23 million views on YouTube in a month, and had raised 90% of employees’ motivation according to internal surveys.