Optical Prism September Optical_Prism_september_online - Page 31

“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