“I CAN TELL YOU THAT WHAT SETS US APART FROM OTHER
BRANDS BESIDES COLOUR, QUALITY AND CULTURE IS
THE FACT THAT WE BEAT TO OUR OWN DRUM."
Etnia Barcelona hopes to set itself
apart on the luxury eyewear scene this
fall with its newest global brand cam-
paign, Be Anartist, which is inspired
by the icons of cinema and art, by the
photographer Biel Capllonch.
“Based on the artistic avant-gardes,
Etnia Barcelona has created a Manifesto
and an Anartist Decalogue, composed
by 11 commandments, to deepen in its
brand identity and to claim that the
brand is more than colour, culture and
quality,” the company says.
"BE ANARTIST" is a campaign com-
posed by different photographs that
express the Anartist’s attitude, that
challenge the viewer, provoking him.
Filled with film references, the campaign
photos recall mythical movie scenes
such as A Clockwork Orange, The Big
Lebowski or Pulp Fiction and they are
a tribute to movie directors such as
Hitchcock, Lynch, the Coen Brothers
or Kubrick.
“I can tell you that what sets us apart
from other brands besides colour,
quality and culture is the fact that
we beat to our own drum,” says
Catherine Anselmo, Etnia Barcelona's
marketing manager. “We break the
rules and this new campaign explains
just that.”
All of the pictures have a common
element: all the Anartists are wearing
Etnia Barcelona’s glasses.
Optical Prism | September 2017 31