Want a selfie with CORTIS? ACUVUE turns Bras Basah MRT into a photo op

ACUVUE is tapping into K-pop fandom with a new Singapore campaign featuring regional ambassadors CORTIS, turning a Bras Basah MRT activation into an interactive fan experience.

Running from 24 September to 21 October, the out-of-home (OOH) activation brings ACUVUE’s campaign platform, “My vision is beyond the world I see”, to life ahead of CORTIS’ first Singapore performance on 9 October.

Rather than simply adapting its regional campaign assets for the Singapore market, ACUVUE has built the local activation around the ways K-pop fans engage with artists, from creating fan content and taking photos to collecting photocards and other merchandise.

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At the centre of the MRT activation is a customised reflective panel that allows commuters to step into the frame alongside CORTIS, take their own photos and share them on social media. The format is designed to turn the OOH placement into a participatory fan moment rather than an ad that commuters simply walk past.

The activation extends beyond OOH, with a wider Singapore rollout across social and retail featuring localised content around CORTIS’ first Singapore appearance.

ACUVUE is also tapping into K-pop’s collectible culture through a limited-edition CORTIS photo package set, available with the purchase of selected ACUVUE contact lenses. The set includes photos of all CORTIS members and an ACUVUE photo sleeve, giving fans a physical collectible tied to the campaign.

“At ACUVUE, we combine trusted vision care with experiences that feel relevant to how people live and express themselves. Our partnership with CORTIS brings fresh cultural energy to the contact lens category in Singapore, helping us engage a new generation while giving our eye care partners a more lifestyle-led way to connect product innovation with consumers,” said Nicole Loy, senior brand manager, Johnson & Johnson Vision Care.

The Singapore activation was developed by Johnson & Johnson Vision Care in collaboration with its agency partners, including OMD Singapore, creative communications agency AKA Asia, which managed the local rollout, and OOH media company Stellar Ace.

The Singapore activation builds on ACUVUE’s regional partnership with CORTIS, which positions the K-pop group as ambassadors as the brand looks to engage younger audiences through music, culture and digital content.

The partnership began with a 30-second TVC built around the idea of “seeing” beyond vision, with each member offering their own interpretation: James sees it as “to experience”, Juhoon as “to understand”, Seonghyeon as “to communicate”, Martin as “to connect” and Keonho as “to discover”.

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