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By Ellen Ormesher, Senior Reporter

October 9, 2023 | 3 min read

Mother Berlin’s first campaign for Fielmann is an intimate peek inside people’s view of the world.

Over the past few weeks, posters featuring hyper close-ups of pairs of eyes wearing glasses have been appearing throughout central Europe. The posters contained only one word: “Glasses?“ and without using a logo or any other form of branding, the OOH teaser campaign took a minimalistic play on Fielmann’s iconic brand claim “Glasses: Fielmann” to make a bold impact.


The launch of the wider campaign takes the concept one step further. By switching the copy from “Glasses:Fielmann” into “Your Glasses: Fielmann” the work by Mother Berlin focuses on the people behind the glasses.

Placing people with their very individual passions at the core of the brand campaign, Fielmann wants to position itself as a people expert – which means a communicative shift from spectacle expert to spectacle and people expert.

At the heart of the integrated campaign is a film that lets the viewer glimpse into different moments of everyday life. The viewer gets the chance to dive into different personal moments, like a couple falling in love and another breaking up, a young girl at camp and her excitement for the NBA, a museum guard reminiscing about past moments, or a bus driver on the night shift.

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The film was directed by Joanna Nordahl and was shot on nostalgic Kodak 35mm film. Meanwhile, the editorial-style accompanying OOH campaign was shot by photographer Christian Werner. It features a variety of portraits of people wearing glasses that provide an honest look into the life of Fielmann’s customers and their needs.

"We wanted to emotionalize the brand even more and see this campaign as the perfect starting-off point for our partnership with Fielmann. From longer formats, spatial projects, and activations – all of them combining the focus on the people behind the glasses and Fielmann’s expertise and service as an optician and eyewear retailer.“ says Alexander Nowak, chief creative officer and partner at Mother Berlin. “Over the last few months, we have been able to attract top international talent to Mother Berlin, who – with the same great dedication that characterizes Fielmann – have created our campaign, of which we are very proud, just like the team at Fielmann.”

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