Krys days

Krys reinvents 'Les Jours Krys' with a new advertising saga.
A campaign signed by TBWA\Paris, directed by Vincent Lobelle

A historic offer that reinvents itself
After the "second frame free" offer - which has since become a market standard - Krys innovates in 2025 with an even more generous and unprecedented proposition: "The first frame is free".
To accompany this major turning point, the brand launches an advertising saga full of humor and complicity.

Hugo, an advisor a little overwhelmed by so much recognition.
Directed by Vincent Lobelle (Iconoclast) and imagined by TBWA\Paris, the films feature Hugo, a Krys optician, confronted with customers who interpret or welcome the offer with... an excess of enthusiasm.
Between a customer convinced she's receiving a statement, another who composes a clumsy song, or an inedible cake offered "as a thank you", Hugo often finds himself overwhelmed.
With lightness and humor, the saga illustrates just how surprising and unsettling this unique offer can be.
On Instagram and Tiktok, influencer and comedian Stéphane Malassagne gets involved, in his own way, to add even more flavor to the situation.

A multi-screen campaign
The campaign includes:
A 30-secondTV (TF1, France TV, M6, RMC, etc.) and cinema film(La Drague),
Several short VOL formats(La Chanson, Le Gâteau),
A TV, digital and radio campaign, as well as an RS campaign with influencer Stéphane Malassagne.
Launch date: September 4

About Krys
Krys is the flagship brand of KRYS GROUP SERVICES, France's leading optician and a major player in the hearing sector (1,000 stores throughout the country and over 300 exclusive hearing centers). On the optical side, Krys unveils its new exclusive and partner-brand collections every year: trendy, high-quality and affordable. The various eyewear collections - both optical and sunglasses - are designed to meet every taste. Krys Audition, on the other hand, aims to change the image of hearing loss and make the subject less dramatic. In optics as in hearing, the Group's credo is to accompany customers through a human, reassuring and educational sales process, to make good health - visual and hearing - accessible to all, and to instill confidence in its customers. Krys has developed a customer journey that incorporates a unique, ultra-personalized experience, thanks to a unique application designed by the brand. Krys manufactures its own lenses in France at its Bazainville plant (78). A guarantee of quality and a strong commitment by the cooperative to promote French know-how.