Persol is one of the oldest eyewear companies in the world. They came to us asking for a rebrand so they could connect with younger Millennial consumers. So we dug into their past to create their future. The brand created the patented Meflecto system, one of the first spring hinges developed for eyewear. We wanted to reconnect Persol with this early entrepreneurial and innovative spirit. ‘Good Point, Well Made’ explores the aysmmetrical thinking that delivers innovation and resonates with Millennial consumers.
The campaign copy hacks everyday idioms for an ultra-individualistic generation, with subtle wit and cool humor, to express the dichotomy between tradition and progress. Familiar expressions are flipped on their heads, making us laugh at ourselves, revisit our assumptions, and rethink established truths with a new perspective. The ordinary, seen through Persol’s lenses, is anything but.
The season broke with the Persol advertising tradition of featuring a celebrity in favor of an eclectic cast of characters that share an independent spirit. This was supported by an ongoing ‘Good Point, Well Made’ conversation series in social where celebrities like Luka Sabbat and Gia Copolla had the opportunity to answer audience questions.
- Project Roles
- Copywriter, Creative Director
- Conceptual, Content, Creative Direction, Editing, Strategy, Copywriting, Brand Strategy, Creative Strategy
- Brand Films, Brand Guidelines, Commercials - Video, Illustrations, Social Media Content, Social Media Copy, Taglines, Treatments, Brand Identity, Billboards
- Project Industries
- Fashion, Lifestyle, Luxury