Lentes para ver(nos) mejor
Ben & Frank had a problem most brands would kill for: they were cool. Too cool. In Mexico, the brand had become a badge — the frames you wore if you knew where to brunch and which mezcal to order. But the mom buying glasses for her kid? She was still going somewhere else. Grandpa needed new frames? Somewhere else. The brand's edge had become its cage. And the timing was merciless. Ben & Frank was launching across Latin America — starting with Chile — and needed a campaign that could land in a new country and crack open their audience back home. One shot. Two birds. No room for clever-but-narrow.
We went to the foundation. Ben & Frank's brand DNA was built like a pyramid. Most agencies would've stacked something new on top. We grabbed shovels and went underneath. We started with a question that sounds simple until you try to answer it: What does it actually mean to see? Sight gives you the world. But glasses? Glasses don't give you sight — they give you better sight. So then: what does better mean? That's where we found it. The Spanish word "vernos" carries a double meaning — to see ourselves and to see each other. We built the entire campaign on that tension: Lentes para vernos mejor. Glasses to see each other better. To see yourself more clearly in the mirror. To recognize something familiar in a stranger wearing your same frames. The insight wasn't about optics — it was about empathy. About the quiet truth that when we all see a little better, we notice what we have in common. We wrote a manifesto around this. Shot a hero film that didn't sell frames — it sold the feeling of being seen. Then launched it in two countries at once.
The hero video hit 40 million views on YouTube in under three months. People had opinions. Some loved it, some hated it. But nobody scrolled past. We gave them something to talk about.