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With every death there is a new birth, a poetic idea that the Bausch & Lomb Pure Vision 2 ad campaign embraces. As it lays to rest a couple pairs of eyeglasses, it welcomes contact lenses, which will "give a new life to your eyes," as stated in the tag line.

The Bausch & Lomb Pure Vision 2 ad campaign was created by the ad agency branch TBWA\Central Asia & Caucasus. Art and creative directed by Juan Pablo Valencia, it centers around an eyewear case that has been tweaked to look like a coffin. Cleverly executed, even the cleaning cloth comes into play. Designed by Asem Kiyalova and illustrated by G. Arevalo, the concept of the ad campaign is incredibly creative.