Arnette is an eyewear brand that wanted to approach a younger audience - generation Z.

The challenge was to present Arnette as a relevant and bold brand to the younger generation.

The concept was a combination of two”general truths”: This generation is extremely conscious about environmental issues and they do not consume “traditional” publicity. Their fashion style consists more of mixing different types, colors, textures, etc. together. From there we built an initiative of a Pop-up store, a so-called Bazar Life.

The influencers would come before the opening of the store and convert all the items in the Bazar into Arnette. They would share the whole experience on Social Media.When the customer buy an item they receive a discount on the purchase of their sunglasses.

By doing so, we turned everyday objects into something that you don’t throw away immediately. Part of the money from the sold items would go to a non-profit organization to help against global warming. Concept not executed.