High Visibility: Eyewear Enlists Ensembles of Entertainers

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High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events, etc. To be considered for inclusion please contact senior editors, Deirdre Carroll or John Sailer.

If partnering with one celebrity is an effective way to get your message across, working with a group of stars will surely help you reach an even wider audience. Enlisting ensembles of entertainers is just what these two eyewear companies have done to promote their products...

A New York institution for nearly 100 years and known worldwide for its iconic eyewear, Moscot chose a group of some of the most recognized heavy metal musicians to announce the launch of five new metal Moscot Originals styles. A marked departure from the company's trademark acetate frames, the new Benny, Izzy, Mendel, Yosi and Zelda are authentic replicas of styles from the Moscot family archives, circa 1960s-1970s.


The Moscot Metal Campaign is more than just a play on words, according to the company: "Philosophically, Moscot felt a real connection between who Moscot is as a brand and what these men and women stand for as artists. All are authentic, genuine, creative, fun, unconventional, humble non-conformists, who know where they come from, what they like, and what works for them, so that's what they do...and that's what makes them each Originals."

Photographed by Moscot co-president, Wendy Simmons, and marketing coordinator, Bianca Pizzoferrato, at the iconic Williamsburg metal bar, Duff's Brooklyn, the campaign features Alex Skolnick (Testament), Chris Adler (Lamb of God), Faisal Talal (Acrassicauda), Jesse Leach (Killswitch), Jose Mangin (Sirius Radio), Juliya Chernetsky (Fuse TV), Marwan Riyadh (Acrassicauda), Matt Heafy (Trivium), Scott Ian (Anthrax) and Zakk Wylde (Black Label Society).

The Benno, Izzy, Mendel, Yosi and Zelda styles are available now in Moscot shops and online at www.moscot.com and in retail and specialty shops worldwide.


What better way to target teenagers than offering them the opportunity to win a day with one of five teen icons. That's how Vistakon is promoting its 2012 Acuvue 1-Day Contest. The division of Johnson & Johnson Vision Care, Inc. that makes Acuvue brand contact lenses put together a celebrity ensemble consisting of inspirational pop star Demi Lovato, musician Joe Jonas, breakout television star Tyler Blackburn, all-American actress Meaghan Martin and world champion sprinter Allyson Felix. The contest, now in its second year, will give five winners the chance to meet and be mentored for a day by one of the five teen icons. The five winners will also receive a second trip to Los Angeles to attend a teen event and a one-year supply of 1-Day Acuvue Moist brand contact lenses.

To enter, now through June 7, 2012, contestants should go to the Acuvue brand channel on YouTube and upload a 30- to 60-second video showcasing what they hope to achieve one day, how they find the confidence to pursue their dreams and why they should be chosen for this mentorship opportunity. The YouTube page features last year's contest winners as inspiration. Contestants will also be able to view other entries and vote for their favorite to win one of five First Prizes, $1,000 each to put toward their dream of what they will do one day. The official rules can be found online at www.YouTube.com/Acuvue .