60 years old – Confidence suits you so well

France's leading optical retailer unveils a bold new communication platform orchestrated by TBWA\Paris. At the heart of this campaign is a brand film choreographed by Fernando Nogari and a new rock-inspired sound identity, marking a strategic shift in Krys's brand expression.

Nanterre, January 4, 2026— Krys is transforming its advertising message with a new brand campaign. The brand is embracing a powerful emotional promise: to prove that the right support (style, quality, service) is the real driver of self-confidence. With this new campaign, Krys is positioning itself as an essential ally in everyone's journey toward expressing their own confidence.
Acclaimed by families* and the French public** for several years, and with a higher Google rating than its competitors, Krys is reaffirming its position as a leader—recognized by the public itself—by making confidence a tangible reality.

"The idea behind the campaign was no longer to show how glasses or hearing aids help us overcome everyday challenges, but to convey the boost of confidence we feel when we are advised on the right pair of glasses." — Jonathan Serog, Managing Director TBWAParis.
A strong sound identity: rock as the new tempo.

To convey this ambition, Krys has created a new soundidentity. The campaign is driven by an electrifying rock cover of the Kinks' iconic song,You Really Got Me. This musical choice has become a pillar of the brand's new identity, symbolizing the energy and inner transformation of the brand's customers, who are "possessed" by their newfound confidence.