Ilgan Sports | Bausch + Lomb “Runs Racell Campaign Cheering On Youth”

Eye health company Bausch + Lomb Korea (CEO Lee Ji-min) released a campaign video made together with painter Kim Hyun Jung on the 24th, under the theme 'Challenging the World's Gaze,' to cheer on twenty-something youth.

The video released is the second installment, following the Bausch + Lomb commercial featuring model Krystal released last May, carrying the message "Challenge the world's gaze with your own confidence."

It shows Kim Hyun Jung herself — a painter known for her honest, witty style who communicates confidently, free from others' gaze and judgment. Kim Hyun Jung joined the campaign wanting to share her own story of confidently challenging a prejudiced world with many of her peers.

'Challenging the World's Gaze' is a Bausch + Lomb color lens Racell campaign run by Bausch + Lomb Korea that carries out various activities, including this viral video, to cheer on twenty-somethings who chase their dreams regardless of society's standards or gaze.

Kim Hyun Jung, who took part in the video collaboration with Bausch + Lomb, has drawn public attention through her 'Naesoong Story' series, which is based in Oriental painting and depicts the cheeky, unapologetic side of the Naesoong Girl who is free from others' gaze.

Having been named to Forbes' '30 Under 30 2017 Asia,' she is sharing, through this campaign, her experience of growing through confidence, challenge, and effort seen through her own eyes.

Bausch + Lomb has drawn significant attention by unveiling, together with Kim Hyun Jung, a Naesoong Girl artwork wearing Racell lenses, and by carrying out other activities designed to draw empathy and participation from people in their twenties.

A Bausch + Lomb Korea official said, "We wanted to send support and encouragement to twenty-somethings, often called the 'Sampo Generation,' to confidently chase their dreams, which is why we launched this campaign," adding, "We will continue the Racell campaign supporting twenty-somethings with a group of mentors including Krystal, who has grown from a 'wannabe idol' into an actress, Korean painter Kim Hyun Jung, and Bambi Girl (Shim Jeong-hyeon), who is finding a new path as a creator."

Meanwhile, Bausch + Lomb is also running an event in which customers who download the Bausch + Lomb mobile app and purchase Racell lenses can receive a 'Bausch + Lomb Racell X Kim Hyun Jung Travel Kit' at participating optical shops, while supplies last.

This campaign video can be viewed on Bausch + Lomb's official YouTube channel and Facebook page, and a video-sharing event is scheduled to run on Facebook and Instagram through the 30th.

[Reporter Lee Seung-han]

Written by — Reporter Lee Seung-han