For the past few weeks, posters with hyper close-ups of pairs of eyes wearing glasses appeared throughout Central Europe. The posters contained only one word, Glasses? The OOH teaser campaign, using no logo or other forms of branding, was a bold, maximum minimalistic play on eyewear brand, Fielmann’s famous brand claim, Glasses: Fielmann, which has existed for more than 40 years.
Now the full campaign has launched, Mother Berlin’s first for Fielmann. The brand’s well-known claim has evolved from Glasses: Fielmann to Your Glasses: Fielmann and what seems to be a minor shift in words, has opened a new brand world that focuses not only on the product but on the people behind the glasses. The new campaign tells the story of the people behind Fielmann glasses and positions Fielmann as a people as well as spectacle expert. It is a distinctive move away from the traditional eyewear advertising focus on the styles and/or prices of the glasses themselves.
At the heart of the integrated campaign is a poetic anthem film, directed by Anorak director, Joanna Nordahl, that lets the viewer glimpse into different moments of everyday life. The film was shot entirely on Kodak 35mm film and is underscored by a classical interpretation of the song, New Error, by Moderat, one of Germany’s most famous electronic acts. The stories are tied Fielmann with the tagline, Everyone sees life through their lens. We make yours.
The accompanying OOH campaign shot by photographer, Christian Werner, is editorial and documentary in style. A variety of portraits of people wearing glasses provides a real and honest look into the life of Fielmann’s customers and their needs.
Benjamin Ludigs, chief marketing officer at Fielmann, commented, “This campaign shows how we want to appear in the future: with a focus on the person behind the glasses and their individual needs. Our excellent service will of course remain. The tried-and-tested “Best Fitting Product” for every Fielmann customer – our well-known, immense product expertise in glasses and lenses – will be expanded with the help of this work to include our outstanding expertise with people.”
“We wanted to emotionalise the brand even more and see this campaign as the perfect starting-off point for our partnership with Fielmann. From longer formats, spatial projects, and activations – all of them combining the focus on the people behind the glasses and fielmann’s expertise and service as an optician and eyewear retailer,“ added Alexander Nowak, chief creative officer and partner of Mother Berlin.
The full campaign includes several films for cinema, TV, online video; OOH, social media, influencer collaborations, activations, and tailored store concepts.
Credits
Client: Fielmann
CMO: Benjamin Ludigs
Head of Content & Art Direction: Francesca Manuzzi
Senior Marketing Managers: Christina Appleton, Anja Reimann, Meike Meister
Content & Art Direction Team: Marie Julie Kopf, Ida Eskildsen
Senior Editor: Hanna Simons
Marketing Consultant: Katherine Atkin, Claudia Gebhardt
Creative Agency: Mother Berlin
Creative: Mother
Strategy: Mother
Production: Mother
Production Company: Anorak
Executive Producer: Christiane Dressler
Producer: Björn Krüger-Levy
Regie: Joanna Nordahl
Camera: Erik Henriksson
Post Production: Anorak & Slaughterhouse
Editor: Andreas Arvidsson
Sound: Ponytail Sound AB
Media Agency – Zenith
