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Safilo and MRM Worldwide Italia win the ‘Freccia d’Oro’ award with the Optician Kit Campaign

Milan, 14th May 2010: Safilo, worldwide leader in the premium eyewear sector, and MRM Worldwide Italia, the Digital Thinking Agency which is part of McCann Worldgroup, led by Michele Sternai, have been awarded the prestigious Assocomunicazione “Freccia d’Oro” Award in the “Trade Sales Force” category with the Optician Kit campaign. The award ceremony took place yesterday 13th May in Milan during the Omnicom Expo and Dm Expo event.

To promote Optyl in 15,000 opticians’ shops in Europe, the trademark registered by Safilo which identifies a special plastic material used exclusively by the company to create some of the models in its most prestigious collections, MRM – with Alex Brunori MRM Worldwide Italia as Executive Creative Director – designed a kit apparently created way back in 1970 containing a fictitious scientific magazine, a letter written by the imaginary scientist Fridebald Schulz and a bottle containing a front frame, the result of an interesting experiment which highlights one of the characteristics of this unique material.

The project was designed to consolidate knowledge about Optyl amongst opticians, highlighting its advantages compared to other materials, and has achieved excellent results in terms of awareness and buy in. The kits, sent out to opticians pretending that Schulz himself sent them forty years ago, have been on display in thousands of stores arousing a huge amount of interest and curiosity from the public.

Last update: 09/07/2010, 15:00

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