New Transitions® campaign inspires wearers to ‘move freely in any light’

Tuesday, August 19 2025 | 08 h 09 min | News

To move freely in any light – with speed, style and smart vision – is the inspiring concept behind a brand-new marketing campaign from Transitions® Optical, designed to encourage glasses wearers to upgrade their look and performance.

The campaign illustrates the beauty of an effortless life with Transitions® lenses and the struggle without them in today’s fast-moving world. By contrasting the new way with the old, it aims to inspire a mindset of change and encourage consumers to try the lenses and effortlessly adapt to changing light.

Set against an urban backdrop, the leading character moves smoothly with quiet confidence through a city that never pauses. While others chase the noise, she follows purpose – steady, luminous, untouchable. In a world of motion, she leads with intention.

Running from August, the campaign is expected to reach over 17 million consumers across Canada and features an engaging video promoted across YouTube, Meta, and Connected TV, along with 360 degrees activations with leading consumer lifestyle publishers like ELLE and Narcity.

Arnaud Rajchenbach, Marketing & Sales Manager at Transitions Canada, said: “We envision a world where Transitions® lenses are the standard – empowering people to move through life with clarity and ease, transforming everyday moments into experiences of comfort, confidence, and connection.

“It’s time to embrace the future and forge ahead, leaving behind the old and embracing the new. We need to showcase how Transitions® dynamic lenses are the new standard for everyday glasses by demonstrating how they can make a real difference in patients’ lives.

“Transitions® lenses redefine performance – not just exceeding expectations but reshaping how we experience vision in motion. It’s more than a breakthrough; it’s a catalyst for transforming everyday life into something extraordinary.

“With Transitions® lenses, we offer the possibility to upgrade vision, offering better comfort, eye protection and style. From must wear to love wear, wearers no longer “have to” wear glasses; wearers “love” wearing glasses.”

REFERENCES:

*Tests carried out on grey lenses. Photochromic performance may vary across colours and lens materials and is influenced by temperature and UV exposure.  

1. For grey polycarbonate & CR39 lenses achieving 18% transmission @ 23°C.   

2. For grey polycarbonate & CR39 lenses with a premium anti-reflective coating fading back to 70% transmission @ 23°C. 

3. After 7 days of trial per lens type, 86% of wearers chose to keep Transitions® GEN S, 5% of wearers chose to keep Transitions® Signature® GEN 8TM, 9% of wearers chose to keep the clear lenses. Wearers Test conducted by an external market research agency in the US in Q1, 2023 with Rx lens wearers wearing 1.67 index lenses with a premium anti-reflective coating in clear, grey Transitions® GEN S and grey Transitions® Signature® GEN 8TM, 134 respondents. 

4. Wearers test conducted by an external market research agency in the US in Q1, 2023, Rx lens wearers wearing 1.67 index lenses with a premium anti-reflective coating in grey Transitions® GEN S, 135 respondents

Click HERE for the press release.

Want to see more like this article? Click here to subscribe to our FREE print magazines and e-newsletters!