The campaign introduces Randolph’s unique brand story (handcrafted in Boston Massachusetts) and unrivalled heritage (exclusive supplier of the US Military and Air Forces for over 30 years) to an as-yet unknowing global audience.

Many dramatic events have been witnessed through a pair of Randolph sunglasses, a fact that inspired the central thought of ‘Seen It All’. The campaign executions bring the world of the Randolph wearer alive by creating immersive and iconic images as though seen directly through their lenses.

We devised a campaign offering viewers a glimpse of life as seen through a Randolph lens.

We released a film showing a ‘Day in the Life’ of a Randolph wearer – it received more views on its first day than any previous film by produced by the brand. At Expos in Milan and New York, the film generated an unprecedented rise in potential clients for Randolph.

We developed an App that would allow users to scan the film and buy the product from the scene they’d just scanned, unlock a series of short webisodes, download the films’ music track, and enter a competition to win a pair of Randolph’s finest shades engraved with their name.

Print ran in relevant US press publications and premium UK poster sites. A bold approach… no copy, no pack-shot, no end-line. Just ‘Randolph’ shown in reverse, as if seen through a pair of their Aviators.

With our campaign having launched recently this Spring during Patriot’s Day weekend, how far we’ve moved Randolph’s brand tracking dials and smashed sales targets will be announced in Summer. Either way, one thing we can say for sure is thanks to ‘Seen It All’ Randolph will never again be a brand people don’t know they know.

Randolph ‘Seen It All’ raises awareness of a brand people don’t know they know. Their products have featured in Hollywood blockbusters for years – Taxi Driver (de Niro), Top Gun (Cruise), Mad Man (Hamm) – and they’ve been exclusively supplying to the US Military and Air Forces for over 30 years. But people don’t know them.

A film submerging viewers into a Randolph world of excitement and adrenaline-fuelled possibility. Print executions as stripped back and real as it gets - no copy, no pack-shot and no end-line. An app innovatively and seamlessly transitioning consumers between branded content and product purchase.

Our target audience was males 18-44 with a spirit of adventure, our competitor set was far-ranging, our budgets were comparatively small. A campaign with real standout was needed.

The aim was to raise awareness of the Randolph brand and introduce a new tone of voice for 2016 aligning closely with their heritage, whilst ensuring the product played a significant and fundamental role in all executions in all media channels. Randolph wanted a way to connect with their audience that felt real, not fake. We distanced their brand from traditional B2C marketing rules, setting them apart in a congested marketplace.

Randolph sunglasses are famous for their toughness and quality, supplying to the US Military and Air Forces for over 30 years. Their classic aviators are worn by pilots, soldiers and world adventurers. Randolph wanted a campaign that captured this sentiment in its entirety.

How could we build Randolph’s status to a wider global audience? How could we introduce Randolph to action adventurers who want to do and see it all?