Find Your Pairsona
An integrated cross-channel campaign for Vivienne Westwood sunglasses built around the concept that every frame carries an attitude, a story, and a personality. The campaign invites consumers to discover which sunglasses match their persona.
Project Details
Campaign Overview
Every pair of Vivienne Westwood sunglasses tells a different story. Some were made to whisper, others to shout. Piccadilly stands poised at the altar of glamour, while Tina dances through strobe lights at 3 a.m. Athalia hums along the coast with diamonds on the dash, and Vivienne moves like she invented taste itself.
The "Find Your Pairsona" campaign is an integrated cross-channel strategy spanning magazine ads, point-of-purchase displays, OOH billboards, Instagram social content, TikTok videos, digital banner ads, and an interactive personality quiz on the Vivienne Westwood website. Each sunglasses model receives its own visual identity, colour palette, typography, and tone of voice to match its personality.
The campaign bridges luxury fashion with self-expression, encouraging audiences to explore which frame reflects who they are. From elegant serif type for the romantic Piccadilly to condensed sans for the electric Tina, every design decision is rooted in the character of the product.
Campaign Deliverables
Touchpoints & Mockups
Instagram social media mockup — in-hand smartphone
Instagram feed placement mockup
Point-of-purchase airport storefront display
OOH placement — airport seating area poster
Strategy
Persona-Led Approach
Rather than marketing all sunglasses under one generic campaign, each model was given its own visual personality. Piccadilly uses ivory and silver with elegant serif typography; Tina uses neon pink and bold condensed sans for a club-born energy; Athalia pairs champagne and aqua with Playfair Display for sunlit luxury.
This persona-led approach ensures every consumer finds a frame that speaks to them personally, driving both emotional connection and purchase intent. The interactive personality quiz on the website further reinforces this concept, turning shopping into a self-discovery experience.
Piccadilly
Romantic drama meets modern ritual
OOH, Magazine
Tina
Electric, chaotic, club-born
TikTok, Digital
Athalia
Languid luxury with sunlit confidence
Airport lounges, OOH
Costello
Intellectual minimalism with edge
Digital banners
Soo & Grace
Contradictory femininity, sweet vs sharp
Gen Z platforms
Reflection
Key Takeaways
Developed a fully integrated cross-channel campaign spanning 7+ touchpoints including OOH, social, digital, POP, and an interactive web experience.
Created distinct visual identities for each sunglasses model with unique typography, colour palettes, and tone of voice.
Explored how personality-driven marketing creates stronger emotional connections than generic product advertising.
Strengthened skills in mockup creation, environmental design, and presenting campaign concepts at a professional level.