The Brand: GrandOptical, a premium optical retailer from the GrandVision group.

The Campaign: Positioning Manifesto and 2018 Campaign, celebrating the 20th anniversary of the brand in Portugal.

Brand Challenge: As Premiumness was a characteristic already used by many brands in the category, GrandOptical needed another approach which could differentiate the brand in the mind of the consumer.

Strategic Approach: The brand signature - Excellence in Optics - was the starting point for the strategic approach. So what's Excellence? Excellence can be highly misunderstood as it is commonly associated with Luxury. We needed to find a solution in which we could reinforce the image of its added value (quality service), without affecting its perfection of accessibility. 

Excellence is passion, exigency, dedication, knowledge. Excellence is so special, it requires the hands of a specialist. We wanted those seeking excellence to identify themselves with GrandOptical, so we shifted the center of the communication to the consumer.

GrandOptical is a specialist in optics, but all people are specialists at something.

Creative Concept: The optical brand chosen by specialists.

Credits

Vice President: Eugénio Chorão
Creative Lead: Paulo Pinto
Account Manager: Nuno Caetano
Design Lead: Alexandre Mendes
Strategic Planner: Telmo Esteves