CKT launches Gargoyle sunglasses

Cowan Kelmsley Taylor has dispensed with stereotypical hip images for the European launch of the US sunglasses brand, Gargoyles.

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:

’Non-slip.’



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

sunglasses give.



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

the rest.’



Media for the campaign is being bought by Booth Lockett Makin.