Crap Eyewear
Crap Eyewear is a sunglasses brand based in California.
Suns Up, Eyes Up
AD: Andrew Bell
Copywriter: Caroline Skou
Task: Make the brand appealing to under-25-year-old consumers
Insight: Gen Z is the most admittedly socially-awkward generation
Idea: We’re giving Gen Z, the confidence to “look up” with a pair Crap Eyewear. Whether it’s just a sunny day or you run into your ex and their new girlfriend, you’ll have the confidence to keep your eyes and self-esteem up.
OOH
Print ads around cities let everyone know that Crap Eyewear is here for sun and social protection. Ads show the fun, surfer, and skater vibe, and chill tone of Crap Eyewear with the doodles on top of the images and hand-drawn font.
OOH
Parks, music festivals, the beach - places where you have to deal with sun and social anxiety.
If you’re looking for a little extra support, just look up. Crap Eyewear gives you compliments and free shades.
If the compliments in the sky can’t get you to look up from your feet, we have just the solve.
Messages on the sidewalk will give the push needed to look up.
