IF YOU DON'T HAVE A DESIGNER NAME, CREATE ONE.
The challenge. What do you do when you're a manufacturer of quality eyeglass frames in competition with well-known designer lines...and you don't have a designer name of your own? Filos, an Italian manufacturer of premium frames, found itself in just this situation, losing ground to better-known designer lines.
The solution. Borrow the name of a skilled Filos craftsman working in one of the company's plants in Italy to create a unique designer identity. Then build a mystique around the craftsman's highly regarded abilities.
Eight ads were produced in this award winning series.