Ryders Eyewear begins new campaign
By Adnews Staff
Ryders Eyewear of North Vancouver has begun a new advertising campaign aimed at biking, wintersports, motorsports and lifestyle consumers. The campaign, created by Subplot Design of Vancouver, includes catalogues, tradeshow activities, consumer advertising, point-of-sale materials and sales collateral. Subplot won the assignment in an agency review based on its work for clients including CycLite, Hikingcamping.com, Earl's Restaurants and the Vancouver Aquarium. "It was clear to us that we had to break through the many cliches in the sports eyewear market," said Subplot lead designer Matthew Clark. "Nearly every sports brand out there shows a cool guy doing a cool trick on his bike or snowboard, adds some cool scratchy type on it, and calls it a day. It says nothing unique or relevant about the brand or the product." The campaign creative illustrates how various models of eyewear match the people who use them. The Red Snow Goggles are matched with bloody nose, the Tan Cycling Glasses are paired with a muddy face, while the Black Motorcycle Goggles are shown on a face splattered with flies.