For Spring 2014, Maui Jim launches a new integrated marketing campaign – ‘Like You’ve Never Seen’ – that places the focus squarely on the enhanced colour, clarity, and detail that can be seen through Maui Jim lenses.
The campaign focuses on the unique benefits of the Maui Jim’s patented PolarizedPlus2 lens technology that produces clear vision by cutting glare and UV rays, maximising the usable light from the sun, significantly boosting colour, and improving definition and depth perception. Additionally, the company’s 25,000-square-foot lab is known for producing some of the world’s clearest lenses, free of edge-to-edge distortion, for plano or prescription sunglasses.
The campaign visually demonstrates the new theme line – ‘like you’ve never seen’ – with stunning photography that delivers a feeling of appreciation for the world around us. All of the images in the campaign were shot by internationally renowned photographer, Nadav Kander.
In print ads, vibrant images of turtles, flowers and Hawaiian scenery graphically form the shapes of Maui Jim’s sunglasses to evoke what the world will look like while wearing Maui Jim.
In television spots, as the camera pans through scenes of everyday life and romantic ocean vistas, ‘pops’ of colour joyfully and artistically illustrate the company’s promise of more clear, colourful vision.
“Maui Jim began by selling sunglasses on the beach in Lahaina, seeing a need for eyewear that could combat intense glare and harmful UV rays while bringing brilliant island colours to life,” said Jay Black – Maui Jim VP, Global Marketing. “We’ve since become the fastest growing polarised sunglass company in the world, by leading the industry in patented lens technology and deepening relationships with our cult following of sunglass wearers.”
