A frame launch where every poster changes when you look again, online and on the street.
Launch · OOH · Paid
See It Twice.
Sorrel's new frames change colour in different light. We built a launch where every poster, ad and window changed when you looked again.
The challenge
A product you have to see twice.
The Duo frames shift from tortoiseshell to ember in daylight, which flattens to nothing in a photograph. Sorrel sells mostly online, and the launch had to show the change in places where people give an ad less than a second.
The idea
Look again.
Every asset hid a second image: lenticular posters that changed as you walked past, ads that switched frames on the second view, and windows dressed for both directions. Media was bought for frequency, so the second look always came.
What we made
A paid-first launch: the creative was built in pairs so the media plan could sequence them, view one then view two.
- Lenticular OOH on 120 sites
- Sequenced paid social, the second view triggers the change
- Window scheme for 14 stores
- Try-on filter for Instagram and Snapchat
- Launch press with three London opticians
Launch quarter
The posters made people stop twice, and the media plan made sure they did. Simple, and very hard to do.”
Maison Ilse, 2023After Hours.+22%sell-through in launch stores