Bright Here, Bright Now
Polaroid Eyewear
Agency: M&C Saatchi
2021
The Brief
In 1937, Polaroid Eyewear developed and patented polarised lenses. Since then, the brand has always been appreciated for the quality of its sunglasses and its value for money, but products started to be perceived as functional and affordable, without real style value.
The client asked for a new strategy able to reposition the brand and give it new relevance.
Idea
Since the brand is already strongly connected to the world of colors, I developed a new lifestyle concept able to bring colors at the centre of Polaroid’s communication and create a new connection with consumers.
Social Media Strategy
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Brand Repositioning
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Social Media Strategy 〰️ Brand Repositioning 〰️
Execution
The new strategy came to life in 2021 with the “Bright Here, Bright Now” global brand campaign, which brought a pop of color to Polaroid’s sales points, website, social channels, OOH and PR activities.
The brand was associated to a laid-back, carefree joie de vivre, aimed at representing both a young audience and children wearing glasses for the first time.
Colors became the protagonists of all visuals, with the goal of bringing the brand closer to the fashion world, without compromising its identity. Special projects - such as a campaign for Valentine’s Day and the collaboration with Italian pop star Annalisa - reinforced the new positioning even further. Since 2021, Polaroid Eyewear has been following the new strategy, turning from a convenient brand to a pop brand.
