Caddis Campaigns —
A Selection of Favorites
Connecting to people in a digital age is tough. Connecting to people in a digital age beyond just product marketing is even tougher. Understanding that you need to hawk product at some people while still being aspirational, inspirational, nostalgiac and emotionally connected is what differentiates Caddis from other companies, let alone other eyewear companies.
How could we pull at the heart strings? How could we be memorable in a digital world where people are constantly saturated with other ads and videos and words and colors and images? In all of our marketing, we aimed to do just that.
Here's a selection of a few of my favorite campaigns:
A Mission Disguised as Reading Glasses
Needing reading glasses are a bit of glass-shattering moment for people. Like "Oh shit! I'm getting old now..." As a brand, we wanted to buck that mindset. Just because you're getting older, doesn't mean you need to give up on your individuality. It doesn't mean you need to not go after that next big project. It doesn't mean you need to settle into old age.
We aimed to tell the story of a product as a tool you can use to do the things, the crafts, and the life that makes you who you are. Balancing product storytelling and brand storytelling with dynamic imagery told that story really well.
Caddis x Toby Morse
Toby Morse is one of the most authentic people you will ever come across. Punk Rocker, Podcaster, Lifetime Vegan, Family Man, Skater, All Around Nice Guy. These are all things that Toby Morse encompasses but on the surface level, people might not expect him to be those things. In this campaign, we aimed to present Toby as an authentic contradiction. Who would expect this punk rock skater would wear a suit?
Caddis x Lisa Congdon
Lisa Congdon embodies the Caddis brand in so many ways. She doesn't let age hold her back. She started as an artist after she turned 40. She's an avid cyclist. She's a teacher, an entrepenuer, best selling author, podcaster, and so many other things. With this collaboration, we worked closely with Lisa to develop a visual system to truly tell her story. It felt on brand for Caddis and on brand for her — true collaboration.
Caddis Memorial Day Sale
Everyone is so damn inundated with promotions these days. Look at your inbox and you probably have an absurd amount of emails calling out 20% off various products. Promotions have a job to do — bring in customers and make some money. But that doesn't mean they can't be fun.
We wanted to break through the clutter of sales, during an insanely crowded weekend of sales. We did that by connecting to our demographics nostalgiac heart strings through sourced vintage video and incorporating humourous copy, all while balancing the needed promo and product messaging. The sale was a success, selling almost 10k units in only a few days.
Product Launches
Product launches were a monthly occurence at Caddis. While the main focus of marketing was on the core product, it was always healthy to test out new frame styles. With the art direction, I aimed to have the product be featured in a way that connects to the premium quality, while still giving a persona to the frame to allow it to lift up on its own. Sometimes you have to let the product speak for itself and just add a bit of seasoning.
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