Fastrack has rolled out a multimedia campaign for a new collection of sunglasses, Springers.
Conceptualised by Lowe Lintas, the campaign includes a TVC, microsite and a look book. The film aired on 5 April and will run through to 31 May.
The film features a group of people known as ‘Fastrack Springers’ singing and flaunting the new sunglasses. The group lays stake to the claim of 'living life on their own terms’. They let everyone know that nothing can knock them down as they always ‘spring back’ up. The film, which thus far showed only their heads, now reveals that these are attached to a spring, bobbling around as a voice over says, “Springers. Sunglasses from Fastrack.”
The extended campaign includes a 'Springers Look Book', a service that allows people to try on sunglasses in store and be featured in a digital look book available on a micro-site created specifically for this campaign.
The Springers microsite is an online extension of the television campaign featuring an integrated interface around the product, allowing users to browse through 60 different types of sunglasses from the Springers collection.
Creative agency: Lowe Lintas
Production house: Flying Pigs
Director: Romain Granger
Digital agency: 22 Feet
Media agency: Maxus