Vision Express has appointed Climating, the new ’cultural change’
unit of St Luke’s, to help launch a chain of upmarket opticians to be
called Grand Optical.
The win is Climating’s first from an outside client since its launch in
February, and the unit was reluctant to discuss details of the
But the task will involve trying to influence public opinion to make
people think positively about glasses.
Grand Optical aims to introduce glamour into the increasingly mundane
business of shopping for spectacles. Due to launch next year, it already
operates in France as part of Grand Optical Photoservice, which bought
Vision Express last autumn.
Vision Express first came across Climating during the recent review of
its main pounds 6 million advertising account, which moved to Saatchi &
Saatchi from McCann-Erickson Bristol (Campaign, 10 April).
Charlotte Zamboni, a founder of Climating, said: ’Glasses are
undervalued in this country; we have an idea that will change the way
people feel about their glasses.’
St Luke’s set up Climating to specialise in ’voluntary media’ such as
books and films - rather than advertising - to influence cultural habits
on behalf of clients.