Agency: RKCR/Y&R
Date: Feb 2016
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The “Seen It All” campaign, created by RKCR/Y&R, is inspired by the fact that many of the world’s most dramatic events over the last forty-four years have been witnessed through a pair of Randolph aviators.

The campaign kicks off with a series of print and outdoor ads launching this week, followed by an online content film in April.

The three print ads, called “Aviator”, “Raptor” and “Hawk”, show a pilot flying upside down, an off-piste skier, and a soldier climbing down a rope from an aircraft. These adrenaline-inducing situations are captured as though the viewer is looking directly through the lens.

In a bold statement, the only branding in the campaign is the word Randolph as it would appear to the wearer of the glasses, backwards, to create an immersive image.

There is no pack shot, no copy and no endline, just a perspective on the world made even more dramatic by the fact that it is viewed through the lens of the iconic glasses.


Executive Creative Director: Mark Roalfe

Creative Director: Tim Brookes, Lee Aldridge

Additional Credits: Account Director: Olly Boden

Agency Producer: Kate Manning

Photographer: Aviator: Patrice De Villiers, Daniel Karlson, Raptor: Patrice De Villiers,

Jakob Helbig, Hawk: Patrice De Villiers, US Air Force

Art Buyer: Lisa Dickinson