Warby Parker's approach to product design is to develop each collection with a personality that is both contemporary and refined. They are never afraid to think differently, but are always thinking sensibly. In promoting their Colonel Monocle, we needed to change the minds of consumers who saw the monocle as a product that is out of style and lacking in purpose. We recognized that consumers are always looking for an interesting mode of self-expression, something that shows their unique style. We chose to demonstrate through our advertisements how the monocle can be that symbol of self-expression.
We created a short story of a man whose life is changed by the addition of the monocle to his ensemble, and turned the short story into a scrolling web design that viewers could engage with. Once finished with the story, the viewer can link to the monocle social community, which includes a photobooth app allowing users to add a monocle to their pictures. Our Twitter account used a quirky, hipster sensibility to further develop the brand persona. Social media followers can join the conversation using the hashtag "3Eyes." Playing off "Four Eyes," an old term used to poke fun at people who wear glasses, "3Eyes" is a way of turning the insult around into a positive way of forming a unique style using the monocle.
Life Before the Monocle
Life After the Monocle
