Quick Take: Maui Jim is unveiling its new advertising campaign, Color You Can Feel, starring global brand ambassador Evan Mock. This campaign is released alongside the launch of Collection ‘Ekahi, as covered in VMAIL, the first collection designed and produced by Kering Eyewear.
Specifics: This campaign marks an important moment in Maui Jim’s strategy to refresh its image and expand its global reach, capturing a new, younger consumer base while resonating with an international audience. The campaign invites viewers on an immersive journey through color, beauty and emotion, showcasing a series of vibrant portraits. Two visuals and a video focused on the benefits of Maui Jim’s prescription lenses round out the campaign.
Hawaiian actor Evan Mock stars in the campaign alongside an authentic casting of diverse models representing Maui Jim’s commitment to inclusivity and catering to a wide spectrum of consumers. Mock said, “Being a part of Maui Jim’s campaign is an honor. Being Hawaiian, Maui Jim has been such a big part of my life… it was just around, my grandfather had them, my father had them, that’s why the project became interesting to me. Colors You Can Feel is not just about sunglasses, it’s what you get when you put them on.”
As global brand Ambassador, Mock will also support Maui Jim’s communications and donations related to the Hawaii Community Foundation’s “Maui Strong Fund.” On the heels of an immediate donation made at the time of last summer’s wildfires, Maui Jim will make a donation to the people of Lahaina in relation to the four styles worn by Mock in the campaign.
Selling Point: Roberto Vedovotto, president and CEO of Kering Eyewear, said, “Embracing the essence of ‘Ohana, we are embarking on a transformative journey, fueled by passion and unwavering commitment, to elevate Maui Jim to new heights. With our Color You Can Feel campaign, we are not just redefining eyewear, we are reshaping experiences. Together with Evan, who embodies the essence of Maui Jim’s contemporary DNA, we are not just selling sunglasses: we are inviting individuals to see the world through a lens of vibrancy, clarity and emotion.”
www.keringeyewear.com