CONES & RODS - AN EYE FOR A NEW VISION
TAPPING INTO A NEW AUDIENCE OF THE GYM “DOUBTERS”
THE INSIGHT
The eyewear market in Saudi Arabia was crowded with brands touting style, but CONES & RODS had something unique. Their sustainable background in eyewear and collection with each eye modeled after a famous female pioneer in the world gave them a cutting edge in the market. They wanted to tap into the social warriors who cared more about a passion or the planet instead of just looks. We had to bridge that gap between a luxury eyewear label that blends fashion with a righteous cause.
THE IDEA
We created a campaign for CONES & RODS to position it as a high-fashion brand with a conscience. We created the tagline “An Eye for a New Vision” to communication two goals of the brand, edgy looks with sustainability. The idea was to make sustainable eyewear aspirational: not an alternative, but a first choice. High fashion, rooted in values, speaking to a generation that wants style and substance in one.