Australian sunglasses label Local Supply has launched a new multi-channel campaign focussing on inclusivity, diversity and creative expression, its biggest to date.
The campaign has launched through four ambassadors who embody these traits:
- Mitch Orr - Sydney - one of the chefs behind the Acme Restaurant.
- Ecca Vandal – Melbourne - Ground breaking and highly-compelling musician and producer.
- Olia Burtaev - Brisbane - synchronized swimmer who represented Australia at the 2012 Olympic games.
- Genesis Owusu – Canberra - a 19-year-old hip-hop prodigy, poet and fashion designer.
Each individual will tell their own personal story, which will be promoted across out of home media in the form of bus full backs and bill posters.
The campaign will be supported with continued digital promotion including the brand’s summer lookbook, social content, video, competitions and ongoing customer activations.
The campaign will also launch two new shapes for the brand, The Avenue and The Station; in four core colours - matte tortoise shell, polished tortoise shell, matte black, and polished black.
Local Supply founder Sean Satha said the campaign was designed as a means to create a new platform for the brand to connect with its audience.
“The multimedia campaign is our most comprehensive marketing campaign to date. The campaign focuses on talented individuals who are making real social or cultural contributions, to connect and engage with our customers in a more authentic way."