Maui Jim 'Like You've Never Seen'

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Maui Jim has launched their first international integrated marketing campaign – “Like You’ve Never Seen” – that places the focus on the brand’s reputation for the enhanced color, clarity, and detail that can be seen through Maui Jim lenses, the company said. 

The campaign focuses on the unique benefits of the Maui Jim’s patented PolarizedPlus2 lens technology that cuts glare and UV rays, maximizes the usable light from the sun, significantly boosts color and improves definition and depth perception, by visually demonstrating the new theme line – “like you’ve never seen” – with stunning photography. All of the images in the campaign were shot by internationally renowned photographer, Nadav Kander.

In print ads that will run in many of the world’s top magazine, vibrant images of turtles, flowers and Hawaiian scenery graphically form the shapes of Maui Jim’s sunglasses to represent what the world looks like while wearing Maui Jim. In television spots, as the camera pans through scenes of everyday life and ocean vistas, “pops” of color artistically illustrate the company’s promise of more clear, colorful vision. The campaign is being supported in social media and online advertising, as well as at retail, billboards placed in strategic airports around the world and through sponsored events.

Maui Jim partnered with the Cramer-Krasselt agency to execute the “Like You’ve Never Seen” campaign.