Funk Design & Branding DEMONS by Leo Burnett Frankfurt


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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Art Director Gabriel Mattar
Copywriter Axel Tischer
Released March 2012

Credits & Description

Category: Illustration
Advertiser: FUNK OPTIC & STYLE
Product/Service: SUNGLASSES
Chief Creative Officer: Andreas Pauli (Leo Burnett)
Creative Director: Gabriel Mattar (Leo Burnett)
Creative Director: Axel Tischer (Leo Burnett)
Illustration: Sebastian Hudert
Post Production: (Digitales Leben)
Art Director: Gabriel Mattar (Leo Burnett)
Copywriter: Axel Tischer (Leo Burnett)
Media placement: Poster - Site - 10.03.2012 - 10.04.2012

Describe the brief from the client
FUNK is more than a brand. FUNK is a philosophy, an attitude, a lifestyle. The brand started to be a trendsetter for very weird and crazy sunglasses. Soon musicians and bands discovered FUNK as their favourite brand. Since these guys are having some hard nights every week, they are having some hard days after either. However, FUNK provides dudes with sunglasses that allow them to keep last night to themselves: because this is nothing but their private business.

Describe the challenges and key objectives
Find a way to talk to the target group that doesn't bore them to death. Find an approach to communicate for a sunglasses brand that goes beyond ‘it’s cool’ and ‘it’s a fancy accessories you must have’. Find a different reason why except ‘it protects you from the sun’ that makes sense to the target group. Somehow, it appears to be more the other way around and FUNK shades protect people from what your eyes tell them about your last night.

Describe how you arrived at the final design
FUNK sunglasses are putting your demons on a leash. By hiding your eyes, you are putting those glasses between the real world and what you experienced. In our design, we indicate some of the things that might have happened to the owner of the glasses by trying to push through the texture of the tinted glass. Very explicit scenes of sex, drugs, violence and abyss.

Give some indication of how successful the outcome was in the market
FUNK keeps rocking. This motif fits perfectly to the history of extreme visualisation and communication; what the brand is all about. So it gave a push to the selling of the entire range of sunglasses as well as to traffic on the website.