Cannes Lions

RODENSTOCK EYEWEAR

SERVICEPLAN, Munchen / RODENSTOCK / 2013

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Case Film
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Overview

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Credits

Overview

Description

In order to advertise both the variety and the puristic design of Rodenstock reading glasses, we did not just need a minimalist visualisation but also a unique mechanism. This is the only way to ensure an effective approach to our target group: creative people with high aesthetic aspirations.

Execution

In order to reach as many people with an affinity for reading as possible, we placed the banners where typography experts, designers and media professionals spend a lot of their time: on Linotype, the world's biggest online library for typefaces.

The highlight of these banners: they were dynamic rather than static. No matter which typeface presented on Linotype a user selected, the banner immediately formed an appropriate pair of font glasses from the displayed type. Hundreds of different banners were created in this way. This variety of font glasses piqued interest in Rodenstock's new collection of reading glasses, which could be explored virtually by following a link.

Outcome

Rodenstock dealers and partnering opticians have registered an increase of more than 6% in sales of reading glasses since the start of the campaign. Coverage of the campaign in a number of media has also brought the topic of high-quality reading glasses back into the public eye.

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