# Animal Mask Ads The Sears Optical Campaign Promotes Seeing Like a Hawk and Lynx By Meghan Young | Published 2012-11-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sears-optical-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/11/sears-optical-lynx-eagle/) & [lg2](http://lg2.com/) The Sears Optical campaign capitalizes on the common phrase, "Watch like a hawk." It revolves around [two animal masks](https://www.trendhunter.com/trends/animal-intelligence), which happen to be incredibly lifelike. One is a hawk while the other is a lynx. These two animals were chosen because they represent two specifies with excellent eyesight, eyesight that a human can have thanks to Sears eyeglasses. Conceived and executed by Lg2, an [ad agency](https://www.trendhunter.com/trends/lola-mullenlowe) based in Quebec City, Canada, the Sears Optical campaign is quite minimalist. Aside from the imagery of the masks, it relies on the common [eyewear arms](https://www.trendhunter.com/trends/rayban-meta-smart-glasses) to get the real message across, that people's sight will be greatly improved thanks to Sears Optical. The Sears Optical campaign was art directed by Vincent Bernard and creative directed by Luc Du Sault. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 22% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Animal Mask Marketing:** Disruptive innovation opportunity: Explore the use of animal masks as a creative marketing tool to capture attention and convey brand messaging. - **Emulating Animal Abilities:** Disruptive innovation opportunity: Develop products and services that help humans emulate the enhanced abilities of animals, such as superior eyesight. - **Minimalist Advertising:** Disruptive innovation opportunity: Embrace minimalism in advertising by using simple imagery and relying on essential elements to convey messages effectively. ### Sectors Adopting This - **Eyewear:** Disruptive innovation opportunity: Integrate innovative designs and technologies into eyewear products to enhance vision capabilities beyond traditional corrective purposes. - **Marketing and Advertising:** Disruptive innovation opportunity: Explore unconventional and attention-grabbing marketing strategies like animal-inspired campaigns to differentiate brands in a saturated market. - **Creative Arts and Design:** Disruptive innovation opportunity: Utilize creativity and artistic elements in advertising campaigns to evoke emotions and create memorable experiences for consumers. ## Related on Trend Hunter - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.md) - [Gamified Eyecare Campaigns](https://www.trendhunter.com/trends/eye-odyssey.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Cartoon Bear Eyewear Capsules](https://www.trendhunter.com/trends/smokey-bear-eyewear.md) - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Tech Fashion Sport Campaigns](https://www.trendhunter.com/trends/athletic-intelligence-is-here.md)