Many adults go about their daily lives with blurry vision. The client tasked the agency to create an ad targeting the Chinese community reminding them that a clear vision is important.
Using a Chinese Zen phrase about enlightenment, that loosely translates to "When you are young you see things as they are, simple and without question. As you get older, you start questioning things, and your vision isn't as clear or as simple as before. But when you are even older and have gained enough experience, you gain enlightenment and actually see things as they are". Using this saying, the agency draws the attention of the Chinese community, equating having clear vision as gaining enlightenment and sealing it with the sign off seeing is knowing, effectively encouraging them to get the best lenses for perfect clarity.