La confiance vous va si bien / Confidence looks so good on you

In January 2023, French optical and hearing-care brand Krys launched a new communication platform built around one central idea: self-confidence.

The campaign was inspired by an OpinionWay survey commissioned by Krys, which highlighted a growing lack of self-confidence among French people. The study also showed that good eyesight, well-fitting glasses and improved hearing can all contribute to feeling more confident. Krys therefore positioned itself as a brand that not only improves its customers’ vision and hearing, but also helps them face everyday challenges with greater confidence.

Developed by TBWA\Paris, the campaign launched with a humorous and unexpected TV film. Inspired by the codes of a Hollywood blockbuster, it opens with a gladiator nervously preparing to enter an arena. Just before facing his opponent, he puts on his Krys glasses. Instantly transformed, he walks through the door with newfound confidence — only to discover that the “arena” is actually a meeting room. By turning an epic, intimidating situation into a familiar everyday challenge, the film humorously illustrates Krys’ promise: its products can give people the confidence they need to tackle stressful moments in everyday life.

The film was supported by a national print campaign, photographed by Pol Kurucz. Featuring a series of bold, confident characters and a colorful, pop-inspired visual style, the posters extended the same irreverent tone across both Krys’ optical and hearing businesses.

Together, the film and print campaign established Krys’ new brand promise: “La confiance vous va si bien” (“Confidence looks so good on you”), turning confidence into the emotional territory connecting the brand, its products and its customers.