Persol craftsmanship roots emphasized in imagery on social media

Eyewear manufacturer Persol is aligning its brand further with the notion of craftsmanship, which its brand history is heavily rooted in, weaving together social media, photography and architecture. 

A photography campaign from the eyewear has been captured by professional photographer Christopher Griffith and shared on social media, as well as other work from his portfolio. Elements such as architecture and craftsmanship are the emphasis of the campaign. 

?The node to modern architecture is a first for the brand,? said Scott Leighton, senior producer at Kettle, the agency behind the campaign. ?Persol has typically focused on craft historically from calligraphy to writing to acting.? 

Persol and photography 
A series of posts on social media are featuring photography from Mr. Griffith of Persol accessories as well as original architecture images taken by the photographer.

Buildings have ceilings, innovation has none. Shot by @christophergriffithstudio.

A post shared by Persol (@persol) on

 

Persol teamed with agency Kettle to create new social engagement, and turned to Mr. Griffith since he is known for his well-known work in photography. The photographer took the images for the brand?s latest collection.

Honor the past while looking toward the future. Shot by @christophergriffithstudio.

A post shared by Persol (@persol) on

 

The eyewear brand has a long history root in craftsmanship, which its campaigns often focus on. In the past, Persol has focused on other working fields that focus on craft such as calligraphy and acting, but this is the beginning of its relationship with architecture.

Past campaigns
This is also not the first Persol has tapped Instagram and social media. 

For instance, the sunglasses manufacturer blended modern and classic themes with marketing and design in an interactive Instagram campaign that featured a graphic novel with a participatory storyline, celebrating an iconic product redesign. 

The Instagram graphic novel features a storyline on which users can vote, allowing them control over the outcome of the plot, which follows a dystopian thriller theme. The campaign was designed to celebrate the new generation of its classic Persol 649 style of sunglasses in an interactive experience that makes a lasting impression and prompts consumers to discuss with friends (see more). 

?Architecture is a field in that tradition, but a first in its own right,? Mr. Leighton said. ?This is also on the new Double Bridge product line which is one of Persol?s new lines for 2017.?