US eyewear brand Randolph Engineering has launched its ‘See it All’ campaign which invites people to view the world through a pair of Randolph sunglasses.
Devised by RKCR/Y&R the campaign starts with three print ads dubbed “Aviator”, “Raptor” and “Hawk”, which show a pilot flying upside down, an off-piste skier and soldier abseiling from an aircraft.
Innovatively each action-packed shot is captured from a viewer perspective with the only visible branding being the word ‘Randolph’ which appears as it would do directly to the wearer – with all extraneous copy, pack shots and endlines removed to maintain purity of the shot.
Mark Roalfe, executive creative director and chairman, RKCR/Y&R said: “Randolph glasses are an American icon. Their story [manufacturing Mil-Spec Aviator sunglasses for the United States Air Force] is unique. These ads are designed to echo that iconic status and brand heritage with clean and striking visuals that really draw the viewer into the Randolph world.”
Sarah Fawle, director of global marketing, Randolph Engineering added: “Randolph's glasses are engineered, not just manufactured, and are world-famous for their military-spec toughness and quality. Our authentic classic aviators are worn by pilots, soldiers and world adventurers and we feel the new "Seen It All" campaign captures this sentiment in its entirety.”
Outdoor ads will launch later this week with an online film following in April.