Reconnecting an 1980's icon
The Carrera brand is iconic. Fast cars, fast living, Tony Montana. Carrera made their mark on culture and style during the 70’s and 80’s which has endured until today.
In recent times, Carrera began a transformation project, repositioning their brand to a more modern audience, reflecting the new “Out There” mentality starting with Sunglasses.
With this in mind, we partnered Carrera in developing a social influence campaign to begin a new conversation and reintroduce the iconic sunglasses brand. Having never actually played in this space with authority, it provided an opportunity to break down pre-existing perceptions of the brand in today’s culture.
We connected with a small group of select influencers via Instagram to create a light-weight awareness activity that helped reconnect a younger audience and building an army of new Carrera brand advocates.