“Nothing feels like a Silhouette”

Lightness has been the hallmark of the Silhouette brand for decades. The new campaign communicates this important USP with contrasting images and various shades of meaning. 

To make it easy to identify with the idea of lightness, the apposite is used as a reference point. This creates a visual contrast between heavy and light. There is an interesting tension between the durable titanium frames and the thin, seemingly weightless fabric. This draws attention to the high­ quality, high-tech titanium, which is the hallmark of all Silhouette frames. lt also emphasises the craftsmanship and unparalleled comfort of each pair of Silhouette eyewear.

The contrasts and shadows form an interplay that keeps the designs from appearing overly simplistic or distorted. This makes it easier to appreciate the precision and skill that go into processing the high-tech titanium, which gives Silhouette products their signature lightness. The brushed surface finish creates an attractive look and exemplifies the distinctive titanium materiai associateci with the Silhouette brand. The nature-inspired lines of the metal create a splendici visual effect. Plexiglas symbolises the concept of air and its transparent qualities, emphasising the incomparable lightness of Silhouette products and serving as the focus for the flying glasses scene.

These are precisely the characteristics that impress and inspire SiIhouette customers all around the world. In other words, the campaign visuals represent the key proposition: “Nothing feels like a Silhouette.”

The campaign makes the Silhouette brand and its products more desirable, whether it’s sunglasses, full-frame or rimless eyewear. Another goal is to showcase the brand’s USP and accentuate what makes our company special. This way, the campaign stays true to Silhouette’s core values.

“Nothing feels like a Silhouette” is the main focus of the key visuals, while our cali to action, “Try it. Wear it. Love it.” perfectly sums up the message of this communication. This campaign message is conveyed and made visible in each window display by the use of transparent materials. For the colour version, we have chosen a neutral palette in keeping with the black and white brand colours.

The attractive minimalist lines have a captivating effect on the viewer. Plexiglas cut-outs inspired by natural shapes are used along with eyewear display holders which appear to be invisible. They look so light that they seem to be floating on air inside the three-dimensional space. This creates an exciting look for both men and women, perfectly accentuating the rich contrast between thickness and lightness.

A digitai version of the campaign will be also rolling out across the brand’s online platforms, as well as at the POS. The digitai communications highlight the theme of lightness in all its forms and various materials.

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