Ace & Tate | Me, Myself & I | SS18 Campaign
The story of how Ace & Tate shifted from affordable style to reframing identity with eyewear
TASK: Scale retail brand, with purpose
Support brand growth by bringing the new brand purpose ‘Empower People to Gain New Perspective’ to life.
PROBLEM: One-and-done consumer journey
Ace & Tate’s customer base had a one-and-done approach to shopping at the retailer. To bring their brand purpose to life, we needed to encourage consumers to buy more than one pair of spectacles.
STRATEGY: Reframe Your Identity, With Ace & Tate Eyewear
For style conscious consumers, choosing a pair of spectacles is a major identity-defining decision, surfacing many insecurities. So we set out to change the one-dimensional perspective on identity and show people they don’t have to be defined by a single frame. Positioning Ace & Tate as the facilitator of identity fluidity when it comes to self-expression.
CREATIVE IDEA: Me, Myself & I, eyewear for every side of you
A campaign which moves focus from the frames to the faces behind them; examining six complex and incredibly unique characters and the different sides of their identities. To capture the uniqueness of individuals and the different sides of their identities, we chose to use social workers, DJs and furniture designers instead of social influencers.
Campaign Magazine: Sunglasses brand Ace & Tate has launched a slick and arresting video as part of its first global ad campaign.
The Drum: Ace & Tate uses social workers and DJs instead of influencers to launch first global campaign
Bitch Slap Magazine: Ace & Tate ‘Me, myself @ I’ Showcasing personalities behind the frames
Little Black Book: Dutch Eyewear Ace & Tate's New Campaign Celebrates Our Individuality