YOUR GLASSES ARE YOU by Eleven Brandworks Mumbai for Lawrence & Mayo

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YOUR GLASSES ARE YOU

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Industry Prescription Eyewear
Media Design & Branding
Market India
Agency Eleven Brandworks Mumbai
Copywriter Prateek Bhardwaj
Photographer Altaf Khan
Illustrator Puneet Kapoor, Anand Chodankar
Released November 2009

Credits & Description

Category: Posters
Advertiser: LAWRENCE & MAYO (OPTICALS) INDIA
Product/Service: LAWRENCE & MAYO OPTICAL RETAILER
Agency: ELEVEN BRANDWORKS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: ELEVEN BRANDWORKS, Mumbai, INDIA
Executive Creative Director: Puneet Kapoor (Eleven Brandworks)
Executive Creative Director: Prateek Bhardwaj (Eleven Brandworks)
Art Director: Puneet Kapoor (Eleven Brandworks)
Copywriter: Prateek Bhardwaj (Eleven Brandworks)
Illustrator: Puneet Kapoor (Eleven Brandworks)
Illustrator: Anand Chodankar
Photographer: Altaf Khan
Planner: imran Khan
Media placement: Poster (Lennon) - In-Store - 01 Dec 2009
Media placement: Poster (Schwarzenegger) - In-Store - 01 Dec 2009
Media placement: Poster (Bono) - In-Store - 01 Dec 2009

Describe the challenges and key objectives
Buying a pair of sunglasses is invariably an on the spot decision. A consumer spends anywhere between 5 minutes to about half an hour, on average, to select the right pair for themselves. This gave us ample time to engage the customer with a communication that reinforces his chances of finding the right pair. The key challenge was to make a point about Lawrence & Mayo's wide range in an interesting, thought-provoking design which can't be missed.

Describe the brief from the client
Lawrence & Mayo, India's leading retailer in optical products, boasts of the widest range of branded sunglasses. The brief was to communicate Lawrence & Mayo as the retail outlet where you could find a pair of sunglasses that is best-suited to you. The audience was anyone above the age of 18 years.

Describe how you arrived at the final design
The campaign is based on the idea that there are many icons who can be identified simply by their sunglasses. It's as if the sunglasses and the individuals are soul-mates. Such a soul-mate exists for you too, and with our widest range of sunglasses, chances are that you'll find them at Lawrence and Mayo. Our memory of these icons is invariably their faces with the sunglasses, with their achievements as a backdrop. We showed the sunglasses as a photograph and then let our imagination loose in the backdrop, with glimpses of their lives and body of work.

Give some indication of how successful the outcome was in the market
This campaign ran in newspapers and magazines apart from the in-store posters. It was released in DNA (Daily News Analysis) newspaper in half page size and in magazine (Timeout) across the metro towns in India i.e. Bombay, New Delhi, Bangalore, Chennai and Calcutta. The ads were released around the Christmas/new-year shopping season. The client received appreciative feedback through phone calls. And, more importantly, sales were up by 22% as compared to the previous season.