April 2017 - Page 42

More than 650 industry professionals from North and South America attended Transitions Academy 2017, which this year was themed “My Light. Transitions Encourages People To ‘Live the Good Light’ By Denis Langlois Transitions Optical is set to launch in Canada a new global advertising campaign called “Live the Good Light.” The campaign, which aims to engage and attract a younger generation of single-vision wearers to the photochromic lens category, premiered at this winter’s Transitions Academy 2017 and was one of the highlights of the conference in Orlando, Fla. 40 Optical Prism | April 2017 “This campaign is about reaching out to a whole new generation of younger wearers while still appealing to our older wearers,” Darragh O’Connor, Transitions’ vice-president of global marketing, said in an interview with Optical Prism, shortly after unveiling the campaign to about 650 industry professionals at Academy. “We’ve really talked about the adaptation, we’ve talked about blue light, but we’ve really tried to show younger wearers, in real-life situations in their lifestyle, how the brand can really appeal to them.”