Make way for the new Galileo advertising campaign

“40 years! Galileo lifestyle and sightstyle” is the title of the new advertising campaign for Oftalmica Galileo Italia, which has decided to focus its efforts on the forty-something market dealing with the onset of presbyopia.
Thanks to strong international expertise of the Research and Development division, the company has developed a truly wide range of products that meet the needs of any lifestyle and any type of presbyopia; a further effort was made to satisfy the forty-year old market by developing specific lenses, gathered in a dedicated section in the new 2011-2012 catalogue.
During the recent launch phase, the advertising and pop campaigns were both conceived of as a new form of communication: to attract forty-year-olds, dialogue with them, capture their attention. This form of communication may be long-lived because it is not bound to the specific time period of the promotion.
The campaign depicts an imaginary story and setting and three moments in the life of an ideal forty-year old man who lives in an imaginary and designed New York, working, going out with friends, and boating. The three lenses combined, the first three solutions to guarantee comfort in three different situations, are the Extenso, the Initio Sirus Plano, and the Initio Sirus. The complementary materials are a reading test that also contains the description of the three products, and a cube that can also contribute to the dressing of a dedicated shop window; this is an attractive and interesting object as the images were designed by a cartoonist. Moreover, the cube is not dated, and can also be used for an extensive period of time, even in the interior décor of an optics center.