Campaign concept: Through a New Lens 

Idea: The “Through a New Lens” campaign combines nostalgia with modern style, targeting millennials who appreciate retro aesthetics and meaningful storytelling. The ad features models wearing Warby Parker glasses in a series of Polaroid-style or old film photographs, highlighting how Warby Parker frames help customers see life “through a new lens,” blending the old-school charm of film photography with the clarity and precision of modern eyewear. (Timeless) The campaign emphasizes Warby Parker’s commitment to social impact through the “Buy a Pair, Give a Pair” program, showcasing that every purchase helps provide a pair of glasses to someone in need. This element reinforces the message that Warby Parker allows customers not only to see the world clearly but to make a positive difference.

Insight: Millennials are known for their love of nostalgia and retro trends, often seeking out experiences and products that combine old-school aesthetics with modern functionality. From Polaroid cameras to vintage filters on social media, this generation gravitates toward things that remind them of simpler, more authentic times. By pairing Warby Parker’s stylish, contemporary glasses with the visual nostalgia of old film photography, the brand can create a campaign that resonates emotionally with millennials, offering them both a throwback and a tool for clear, modern vision. Adding the “Buy a Pair, Give a Pair” message further enhances the emotional connection by appealing to millennials’ desire to make socially conscious choices, turning each purchase into an opportunity to give back.