Cowan Kelmsley Taylor has dispensed with stereotypical hip images
for the European launch of the US sunglasses brand, Gargoyles.
A new poster campaign, which features unusual, brightly coloured shots
of animals wearing Gargoyles sunglasses, breaks this month in the UK and
Italy. It comprises four executions, all created by the CKT creative,
Tim Johnson. Each features a different animal and promotes a different
attribute of the product.
The first shows a South American frog gripping a plant stalk. The frog
is wearing a pair of Gargoyles and sits underneath the strapline:
The second shows a puffer fish in Gargoyles and the line, ’zero
distortion’ while a third features an orang-utang clinging to a
tree-trunk to emphasise the ’wraparound vision’ that Gargoyles
The final poster depicts a huge bespectacled lizard with the strapline:
’100% UV protection.’
The final launch budget has not yet been finalised, but the Italian and
British poster campaigns are likely to be supported by advertising in
the style press later this summer. The brand will launch next year in
France and Germany. Gargoyles’ main rivals are Ray-Ban and Oakley.
Paul Cowan, the managing partner at Cowan Kelmsley Taylor, explained:
’The other brands in the market are going for the ’youth’ image. We’ve
gone for something that appeals to young people but is different from
Media for the campaign is being bought by Booth Lockett Makin.