“The language of light” is the new NXT® campaign
Intercast Europe, a subsidiary of PPG Industries, recently launched “The language of light”, the new advertising campaign for NXT® lenses. Representing the sun’s rays as the “language of light” that is visible only through NXT® lenses, the campaign focuses on the need to offer leading-edge technology and functionality for all lifestyles, allowing wearers to experience vision at previously unimaginable levels.
The launch strategy envisages the production of catalogs for consumers and opticians, print ads and a new website (www.nxt-vision.com). The new campaign began in September and will appear in Europe and North America with the slogan “Pure Performance. Pure Experience”, which guarantees excellent quality for everyone and for all passions. It will promote the entire range of NXT® lenses, including afocal and corrective lenses and visors for ski goggles.
According to Sales & Marketing Director Francesco Pellegrini: “NXT® lenses were designed to give impeccable vision in response to the physical demands of highly active lifestyles. “The language of light” campaign keeps the promise of a world with bright colors and breathtaking details. In any case, it is also important that the sun’s rays are translated into an understandable language to make you realize what you’re missing by not having them. NXT® lenses are the only ones that can interpret this language and light to offer a sharper, brighter and more complete vision of the world”.
The first of a series of print ads shows highly impactful visuals depicting the world as an explosion of color and light that can be seen only with NXT® lenses, allowing wearers to come out of the dark, live life to the full and see the world in all its splendor. In the background, figures are enveloped in plays of white and black to represent their limited visual ability because the lenses they are wearing simply block the light. Other advertisements will feature action and extreme sports such as cycling, snowboarding and other activities typical of a dynamic lifestyle.
All NXT® lenses are made in Trivex® with Light Translation Technology, which combines the revolutionary material with light control techniques to meet wearers’ needs without damaging the unparalleled ability of NXT® lenses to improve image sharpness, give details greater definition and protect the eyes in any light conditions.
Trivex® is a latest-generation polymer derived from a chemical formula that was originally developed for the US military and adapted by PPG Industries and Intercast Europe to make ophthalmic lenses and sun filters. Extraordinarily light, Trivex® is the perfect balance of visual and physical performance that guarantees exceptional durability and protection as well as extraordinary image sharpness. NXT® lenses also feature contrast, glare and dynamic light control to ensure visual and physical performance in any light conditions.
Over 30 brand partners, operating in the segment that includes luxury, top-performance, extreme sports and prescription eyewear, use NXT® lenses and offer an increasingly number of new versions day by day.
“There’s a NXT® lens for everyone”, Pellegrini commented. “All over the world, people are discovering that the language of light and NXT® lenses make a real difference in their lives”.
