'Graziella Pagni 2008' award for X-Ide
The splendid 16th-century Palazzo Vecchio in Florence provided the setting last Sunday for the presentation of the prestigious award during the Maestro Ottico 2008 event.
The 'I Love Appearance" campaign by X-Ide won the fourth edition of this major international prize.
An exact copy of the statue of Perseus, a Renaissance masterpiece by Benvenuto Cellini and symbol of the Graziella Pagni award, was presented to Immagine Eyewear chief executive Susi Tabacchi by Sergio Baratelli, the managing director of Ogilvy & Mather Italy.
The award for the best sunglasses advertising campaign published between 2006 and 2008 is of dual importance: it is the first time that advertising campaigns appearing in trade and consumer magazines in the sunglasses sector have been scientifically and systematically examined and catalogued. The strength and importance of this initiative are due to the considerable scientific and technical value of the collaboration between the Italian Association of Professional Opticians and Ogilvy & Mather, one of the major communication networks, worldwide. Various national and international trade publications took an active part in selecting the campaigns with the best and most significant visuals, which were then chosen by the jury at this fourth edition of the award. The finalists were three visuals from the Ray-Ban, Oxydo and X-IDE® advertising campaigns.
The X-Ide® visual selected by the jury is by Wilfried Gendrey, a photographer from Paris and the creator of some of the campaigns for the capital's major luxury brands (Dior, Chanel, Lancôme, just to mention a few). The X-IDE® sunglasses campaign 2007/2008 'I love appearance' was signed by the creative agency Facci & Pollini. The visual shows the Baldios model, the bestseller from the 07-08 collection, which convinced everyone because of the particular design of the front piece in contrasting colors and the well-defined profiles, which make the frame look as though it has come straight from the designer's pen.
