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by AGDA Awards 2006 Committee
Darren Bolton
Group Creative director
Gyro International
Darren is an accomplished creative brand expert with more than twelve years experience. Darren graduated in design in 1991 and launched himself on an impressive career path, working on clients such as Ford, Black & Decker, London Underground and Nintendo, before joining Gyro in 1995.
Gyro is an integrated brand communications agency with offices in 10 International locations across three continents, Darren's responsibility as Group Creative Director is to oversee the quality of creative being produced on a daily basis across the network. Clients include, American Express, Sony and Hugo Boss. Gyro was appointed agency of the year 2005 by the B2B Marketing Awards.
Judge's Choice
Category: Design effectiveness-Brand identity-Under $100,000
Title: Sunglass Hut Campaign
Client: Sunglass Hut
Studio: Moon Design
Designer: Amy Nadaskay
Creative Director: Carby Tuckwell
Design/Art Director: Mark Moffit
Typographer: Amy Nadaskay
Photographer: Pierre Toussaint
(Click for larger image)
The aim was to hit the high spending, fashion conscious female audience, and this campaign seems to hit this head on. It has stand out with its high fashion imagery and bold typographic treatment. Its not just about the glasses but it entails the complete look, clothes, hair and accessories. 'how can one pair of glasses match all of my outfits', it can't and by using different pairs to match with the different styles of clothing this re-enforces the need for more than one pair. The tone of voice of the copy is great, bold, confident and with a bit of attitude, it is what fashion is all about. Not only does this campaign work for the female audience but is equally powerful to engage the male audience as well. The increase in sales backs up the reason for taking this change in direction.
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