Nicole Drinkwater
CREATIVE DIRECTOR // COPYWRITER
Integrated Campaign, Print, Digital, In Store, Out of Home
The Challenge: Sunglass Hut is known for its quality and variety, but sunglasses tend to be a one-and-done purchase. Faced with their busiest season, Sunglass Hut wanted to encourage people to purchase more than one pair of sunnies.
The Solution: We created Sunglass Hut's first fully integrated campaign. By partnering with big names in fashion (Georgia May Jagger and the Richards Sisters), we built the 94 Shades of Summer Campaign, a campaign that encouraged people to make each day of summer count. That meant trying new things, going on new adventures, and styling each day differently with Sunglass Hut shades. The campaign featured 94 different pairs of sunglasses, one for each day of summer and drove their summer sales beyond expectations.
A series of fashion films highlighted Sunglass Hut's variety and encouraged people to make summer count.
94 Shades of Summer
94 Shades of Summer Pool :15
94 Shades of Summer Teaser
94 Shades of Summer Film
94 Shades of Summer :15
94 Shades of Summer Car :15
Print ads showcased the top shades for summer and embodied the spirit of summer adventure.
Transit takeovers brought summer adventure to life in New York and London metro stations.
We drove traffic to stores and encouraged people to try on shades with the #94dayscontest on Instagram.
