Cannes Lions
LEO BURNETT FRANKFURT, Frankfurt / FUNK OPTIC & STYLE / 2012
Overview
Entries
Credits
Description
FUNK is more than a brand. FUNK is a philosophy, an attitude, a lifestyle. The brand started to be a trendsetter for very weird and crazy sunglasses. Soon musicians and bands discovered FUNK as their favourite brand. Since these guys are having some hard nights every week, they are having some hard days after either. However, FUNK provides dudes with sunglasses that allow them to keep last night to themselves: because this is nothing but their private business.
Execution
FUNK sunglasses are putting your demons on a leash. By hiding your eyes, you are putting those glasses between the real world and what you experienced. In our design, we indicate some of the things that might have happened to the owner of the glasses by trying to push through the texture of the tinted glass. Very explicit scenes of sex, drugs, violence and abyss.
Outcome
FUNK keeps rocking. This motif fits perfectly to the history of extreme visualisation and communication; what the brand is all about. So it gave a push to the selling of the entire range of sunglasses as well as to traffic on the funk-eyewear.com website.
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