Responses by Dimitri Jeurissen, creative director and lover, Base Structure.
Track record: Just after redefining Amsterdam-born eyewear brand name Ace & Tate’s positioning and personality, we had been questioned to build its new spring/summer months ’22 sun shades campaign and complementary activations. Our ambition was to generate an emotional marketing campaign that would rejoice the arrival of brighter times and Ace & Tate’s new Sunnies collection but also establish the brand’s up to date positioning, which fundamentally builds on the strategy of great layout produced accessible and a “cut the crap” mind-set. The job targeted a broad audience of largely city 20- to 60-year-aged individuals with our concentration cities becoming Amsterdam, Berlin, Brussels and London.
Design wondering: Two principal thoughts drove our ideation procedure: a person, the wish to enjoy with the common experience of pleasure that will come with brighter days although expressing that in a humble, sincere way and two, the wish to draw focus to the daring sunglasses that Ace & Tate has built and developed for this time, pulling concentrate on the merchandise by itself in a way that felt appealing and not staged.
Difficulties: A person, pretty shorter timing. Two, an in-dwelling, do-it-your self technique to style and output. Three, a “no bullshit” perspective that essential to be preserved although communicating on a nonessential product or service. All of that inside of the context of a war, which has created joyful days difficult to rejoice and use as a notion to promote.
Beloved facts: Both of those the groups at Foundation Style and Ace & Tate beloved the uncooked simplicity of the campaign. The imagery, its treatment method, the “friends & family” casting, and also the duplicate and principal tagline (“Bring on the Sunshine!”) were built purposefully purely natural and fresh. This target led to a result that felt really real.
Visual influences: Day by day everyday living! All of the Base users doing work on the job wore glasses and sunglasses. Our have experience with eyewear—and the consequence of staying with no it—fueled our contemplating course of action. This approach led us to create a two-phase campaign, which to start with evoked a potent universal feeling and determined a typical need prior to unveiling the products as a alternative. In addition, we shared a want for additional joy and lightheartedness in the operate-up to summer time.
Time constraints: From the onset of our collaboration, we labored intently alongside one another with Ace & Tate and our community Brussels-based mostly collaborators. Regular check out-ins with all pertinent challenge users were scheduled from day one, and exterior input was brought in as quickly as attainable. The total dynamic made by time constraints furthermore our shared enthusiasm for the marketing campaign notion led to what is out on the streets now.
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