NEW PRODUCT LAUNCH - SOCIAL LAUNCH, DESIGN SYSTEM, CREATIVE STRATEGY

Elton John invites all glasses wearers to Look Yourself

Walmart and Sam’s Club set out to transform eyewear, for everybody.

While eyewear has certainly experienced a renaissance in recent years, most people still dread having to buy and wear glasses. The growth of DTC brands like Warby Parker, Zenni and others have proven that getting affordable and stylish eyewear is possible for those willing to make a little extra effort. But now, everybody can get stylish, affordable eyewear at their local Walmart and Sam’s Club.

In this context, we worked with Walmart, Sam’s Club, and of course, Sir Elton John himself, to launch Elton John Eyewear : a collection designed by the legend himself and based on his own signature styles.

Elton’s eyewear journey

Glasses can be a pain to find, fit and repair, but even worse, how can you actually look like you, when you’re stuck behind a pair of frames?

This was exactly how music icon Sir Elton John felt, back when he was just Reginald living in Liverpool, trying to find his own place in the world of music and style, wearing the standard black frame glasses of the era.

But as Elton John found himself as an artist, he also found that he could use his eyewear to elevate his style, using different lenses and frames depending on the occasion or mood.

The tease

To introduce Elton’s brand new eyewear line, we wanted to show people exactly how glasses are part of your identity, in the ultimate demonstration: mysteriously removing Elton’s iconic eyewear from his most famous album covers, and watching the world burn (figuratively).

The reveal

After three days of turmoil, we finally replaced Elton’s eyewear and announced the collection, affirming to the world that glasses aren’t a barrier between you and the world, but an accessible way for anybody to embrace what makes them unique, and Look Yourself.

Agency: Deutsch LA
Client: Sam’s Club, Walmart, Elton John Eyewear

DISCLAIMER: I do not own any of the images seen here. All rights owned by Rocket Entertainment, MCA, Walmart, Sam’s Club or others.