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The Optica Caroni campaign renders the phrase “needle in a haystack” false by claiming that its eyeglasses will make even the smallest object easy to spot. Little objects, including paper clips and earring backs, become so easily spottable that they might as well be enlarged like they are in the print ads.
The Optica Caroni campaign was conceived and executed by Venezuela-based ad agency Draftfcb. The everyday scenes were photographed by Alexis Da Mota and Luis Padilla while illustrator Francisco Jimenez introduced a bit of whimsy into the mix. The Optica Caroni campaign was art directed by Miriangela Villegas with creative direction by Paula Camino and Exequiel Rodriguez.