Fastrack eyewear is all about colour and a 'flawless' look

The launch campaign, conceptualised by Lowe Lintas, showcases the new sunglass range for girls through a pure design centric campaign

Sohini Sen | Mumbai | October 29, 2013

Click on the image to watch the TVC.

Fastrack has unveiled its new range of eyewear for girls. These sunglasses feature some stunning designs in vibrant colours. For the launch, Lowe Lintas conceptualised a pure design centric campaign for the sunglasses called 'Absolutely Flawless'.

The brief given to the agency was simple. The product is been mainly about colour and vibrancy, so the campaign should have colour at play.

The campaign opens with a face which has been painted to blend in with the background. Only the girl's sunglasses can be seen which is colourful with a vibrant design. The same design and colour combination in reflected in her lips. The face changes to another face, again with matching eyewear and lip colour. This keeps happening. The girl winks and blows out kisses while her face keeps merging into the next face – showcasing the youthful and fun side of both the wearer of the sunglasses and the brand. The background score of 'Absolutely Flawless' by The Ones suits it perfectly as the target audience here are the young girls who want everything about their physical appearance to be absolutely perfect and flawless.

"We wanted to show the colourful product without taking away the attention from any other detail. The lips are usually covered with lip gloss and lipstick in vibrant shades. So, the campaign is a pure design story which is minimalistic. The lips and the sunglasses are all you can see," said Arun Iyer, National Creative Director, Lowe Lintas.

The same campaign has also found extension in print and outdoor with the same imagery. A certain bit of digital activity has also been used.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas

Creative: Arun Iyer, Lohith Chengappa, Carl Savio, Gopi Krishnan, Sooraj Pillai, Rohit Venkatesh, Keya Pothen, Jonah Costa

Account Management: Anand Narayan, Bhupender Agarwal, Meghna Nair, Sheetal Iyer

Production House: Nirvana Films

Director: Kishore Iyyar

Sohini.Sen@BestMediaInfo.com

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