New communication strategy for Police

A change in the communication strategy for the Police house brand by De Rigo Vision. After a long time of campaigns that focused on international stars in movies and sports, it has abandoned its strategy of using testimonials and now has a new campaign aimed at the courage and uniqueness of the young stars of the real world.

Police can be described as a genuine lifestyle brand after the launch of the new lines of watches, jewelry, leather items, apparel and fragrances together with its sun collection for men and women and the introduction of the Kids sun line in 2009.

So Police has said 'arrivederci' to the lineup of famous stars like Bruce Willis, George Clooney, David Beckham and Antonio Banderas, who have contributed so much to building its popularity and image over the past ten years.
The new creative direction is based on the 'cool hunting' idea in which city dwellers are 'younique' because of their personality, passion, job, image and an extremely original taste in style.

Emphasized by the claim Be Younique, the new Police campaign was produced by the 186I United agency of Milan. The shots in the streets of New York City are by portraitist Pierpaolo Ferrari under the creative direction of Roberto Battaglia.

Ordinary girls and guys all over the world are turned into testimonials and trendsetters thanks to their unique professions, which include a shark dentist, an elephant-sitter, a shampoo tester, and so on. Photographs of real life situations in urban settings made fashionable by the alluring and personal touch of the eyewear and all the other Police accessories.

The new Police campaign will appear globally and will consistently convey the new vision and sun models for adults and kids as well as the models under license. The media used will be print, outdoor and the web. In Italy, the print campaign will be launched April 2009 in selected lifestyle monthlies and weeklies with a young and mainly male target, and in information weeklies.

The campaign will be flanked by marketing material and outlet support, which will include window posters, shopping bags, special high-impact display modules, and banners. Special activities, campaign-inspired 'street' events and guerrilla marketing activities in the main European cities will take place in parallel.