'Try, the glasses that change with you'

Allison S.p.A., licensee of the brands Gianfranco Ferrè, Iceberg, Missoni,Romeo Gigli ,Exté ,GF Ferrè ,Bikkembergs , dunhill, Frankie Morello, Cerruti 1881, John Richmond,Mercedes-Benz , Les Copains, Vivienne Westwood, Zero Rh+ e Trudi, launches the advertising campaign for its Try brand, in the Try Change version.

Try Change is a remarkably innovative pair of glasses with the possibility of changing the colour of the frame from among 40 different shades and textures with just three simple moves. What's more: different lens shapes can be selected to make Try Change a product for every age and personality.

Allison chose to work with TalentoAbc for the creation of a multi-character campaign capable of presenting all the product's innovative features, vast colour range and easy assembly. The campaign is based on an operational approach characterized by close co-operation between the agency and the client, careful study of the product and its advantages, and feedback from the opticians who were given the chance to inspect and test the product.

The campaign uses the following claim: 'Try, the glasses that change with you", a concept that is simple and yet highly effective in describing the product's innovative features, a concept suggested by Allison that was first adopted and then developed by TalentoAbc.

Two people, a man and a woman, offer the product to the public, as if to say 'Try!': try to change, try the colour, try the simplicity, and play with all the colours and shapes available. These two characters will be followed by others: simple, everyday people of different types who all share a passion for Try Change.

The campaign will run in the leading national newspapers and magazines throughout 2007 with development in other mass media and marketing actions, and not only at the points of sale.