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Shades of You Road Trip

2017

A real-time content campaign capturing an influencer powered summer road trip from Johannesburg to Cape Town.

The global ‘Shades of You’ campaign celebrated self-expression and the role eyewear plays in this behavior. At no time is this more relevant than summer.

We needed to launch “Shades of You” in South Africa in a disruptive way to create consumer engagement and solidify Sunglass Hut as the summer eyewear destination. From the fashion, to exploring different places and trying different things summer holidays are all about self-expression.

Our “Shades of You Roadtrip” was an innovative content series documenting female rapper and TV host Nomuzi Mabena and her best friend on their journey from Johannesburg to Cape Town over 10 days and 9 locations, published in real-time.

The campaign launched on Twitter, through a conversation sparked by Nomuzi expressing a need for holiday. Ford SA quickly jumped on board by providing Mustangs for the trip and the news spread virally via local media as our road trip got underway.

A selection of local influencers were invited to join her along the way, amplifying the conversation even further.

All content was shot, edited and published in real-time across influencer, Sunglass Hut and PR channels to maintain the conversation.

By visiting any Sunglass Hut store and sharing an image of themselves wearing their favourite eyewear, consumers stood the chance to win access to an intimate experience with Nomuzi and other aspirational influencers at each location along the way.

Credits:
The Grand Kids Collective
Lourens Smit