Look because of style and perception, awareness and knowledge of reality. Ahead because of innovation and the capability to anticipate trends and attitudes. People that Look Ahead are true pioneer who can see the future and what is waiting beyond reality,  innovators capable of reinterpreting the world they are living in, and of translating their imagination into a concrete creation. So light, as key element in the campaign, symbolizes the key moment in which people achieve their visions.
 
The protagonists of the campaign’s main video and the shorter formats are two well-known influencers: Marcell Floruss and Lorena Rae.
In the picturesque setting of Cape Town, alternating urban scenarios and natural landscapes, the two of them dominate, with their visions, the next happenings and imagine the next scenario accompanied by the glasses and outfit of the BOSS collection.
 
The campaign consists of videos and multi-subject photos provided at various digital touchpoints with an appropriate language and a single e-commerce landing page that hosts the entire collection, not to mention the extra-content, such as backstage material and videos of the two influencers being interviewed.
 
The products are presented using the Look Ahead leitmotif, offering users an engrossing storyline drawing on the potency of the creative concept. Massive social media support helped establish an ongoing interactive dialogue based on a variety of content.
 
The countries involved are Italy, the USA, France, Germany, Spain, Canada and the UK.

Case History

Eyeweare Ecommerce website

Agency: MRM // McCann
Creative Director: Paolo Boccardi
Art Director: Stefano Cairati
Copywriter: Paola Orlandini, Federico Capitani