Eyezen Challenge
- Brand
- Eyezen
- Year
- 2016
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Merci-Michel
- With
- Herezie
- With
- Apollo Studios
- With
- Marc Cortez
Objective
Essilor wanted to build awareness of Eyezen's blue-violet light filter among young people who spend up to seven hours a day in front of screens and rarely think about eye strain until it's already a problem. eSports was chosen as the way in: with millions of daily viewers and players, it let Essilor reach that screen-heavy audience — glasses wearers or not — through something already part of their daily habits rather than a straight product pitch.
Solution
Players land on eyezen-challenge.com and grant the site access to their webcam — from there, the mouse and keyboard are off-limits, and the eyes alone become the controller. A reticle follows the player's gaze, and locking eyes on a target for a beat is enough to take it down, including the harmful blue-violet lights the game keeps throwing at you. The catch is who's on the other side: real Fnatic League of Legends pro Rekkles, built into the match as a live opponent in full LoL styling. Every kill adds to a running score, and finishing pushes players into a leaderboard where the top results go into a draw for a trip to watch Fnatic play in person.
Results
A tweet showcasing the week's top five scores drew over 200 likes and 30+ retweets, with players replying directly to compare results — the only public engagement figures released for the campaign.
- 1
The player opens the game's website, which invites them to challenge an esports star using only their eyes, with nothing to install.
- 2
A webcam tracks the player's gaze and serves as the sole input; no mouse, keyboard, or gamepad is used.
- 3
The player is introduced to their opponent, League of Legends star Martin "Rekkles" Larsson of Fnatic, and the match is framed as a face-to-face duel.
- 4
The duel plays out as a shoot'em up styled with League of Legends and Fnatic imagery.
- 5
Targets and harmful blue-violet lights appear on screen, and the player destroys them simply by looking at them, with hits registered by gaze direction.
- 6
At the end of the duel, the player receives a score compared against the opponent and other players, with top results published publicly.
- 7
Players with the best scores are entered into a draw for the chance to see Fnatic play live.
