SYNSAM

SWEDISH The Swedish Astigmatic

 

They call it visual impaired, four-eyes, blind as a bat. We call it exclusive, extra ordinarie, for members only. Because, when you love glasses as much as Synsam does, poor eyesight is not something negative, it’s an invitation into the world of beautiful eye ware.

As a result we created a 360 lifestyle campaign for one of the most frequent visual impairments; Astigmatism, and changed the focus of visual impairment from negative to confident, exclusive and proud.

The campaign: 4 TVC’s, Multiple social cuts, Print, Direct Marketing and campaign website.

 

RESUMÉ - ARTICLE / DAGENS MEDIA - ARTICLE

Translation of the Print:  SWEDISH ASTIGMATICS. They have something in their gaze, something others do not have. Walking amongst us. They move just as easily through the corridors of power as the corridors of a middle school. They are the Swedish astigmatics. Now is your chance to become one of them in the autumn selected frames from including Dolce & Gabbana, Ralph Lauren and Efva Attling.

Translation of the Print: SWEDISH ASTIGMATICS. They have something in their gaze, something others do not have. Walking amongst us. They move just as easily through the corridors of power as the corridors of a middle school. They are the Swedish astigmatics. Now is your chance to become one of them in the autumn selected frames from including Dolce & Gabbana, Ralph Lauren and Efva Attling.

Translation of the DM:  WELCOME. You are hereby an official Swedish Astigmatic. With this honor comes a number of privileges, which are listed exclusively for you at theswedishasticmatics.se. Naturally, including free maintenance and first class service at over 160 locations around Sweden. We strongly recommend that you always keep this membership card close, but use it with moderation. The card may be lent to other astigmatics during limited forms, but should be kept out of view from those with other visual impairments. Welcome to the Swedish Astigmatics.

Translation of the DM: WELCOME. You are hereby an official Swedish Astigmatic. With this honor comes a number of privileges, which are listed exclusively for you at theswedishasticmatics.se. Naturally, including free maintenance and first class service at over 160 locations around Sweden. We strongly recommend that you always keep this membership card close, but use it with moderation. The card may be lent to other astigmatics during limited forms, but should be kept out of view from those with other visual impairments. Welcome to the Swedish Astigmatics.

CREATED WITH: ALEXANDER FREDLUND (ART DIRECTOR), JOHANNES IVARSSON (COPYWRITER), FRIDA SIVERSEN LJUNG (COPYWRITER) / TBWA STOCKHOLM