Shamir’s “I am…” ad campaign receives honors for creativity and exceeding industry standards.
San Diego, CA – August, 2014 – Shamir Insight, Inc. developed an advertising campaign, which began running in January 2014. The ad campaign, titled “I am…” is geared towards dispensing Eye Care Professionals and depicts unique images of individuals doing various activities along with a brief caption explaining why their lenses are so important to them. The Association of Marketing and Communication Professionals, who judge the Hermes Awards, notified Shamir that the “I am…” campaign was selected as a winner of a Gold Hermes Award.
The campaign has showcased various lifestyles along with captions explaining why premium lenses are so important for the activity depicted. Ads have portrayed a musician, a hiker, and a softball player, among others. Every ad concludes with the phrase “I am…” and then lists three different “activities” that describe the individual’s lifestyle. The January ad, for example, depicts a musician and reads: “I Am A Musician. Triathlete. Accountant.” The purpose of this campaign is to emphasize that no person is only one thing and everyone needs lenses to accommodate all of their activities, hobbies, and unique lifestyle needs. Each caption ends with the question “When I walk into your practice today, will I get a mediocre solution or one that works with me?” calling out directly to opticians to fit their patients in the most premium lens choice that is designed for their lifestyle needs.
Not new to the Hermes Honor, Shamir has won five previous Hermes Awards. Their first Gold award was awarded in 2008 for their “In the Office AutoReply” campaign, the second in 2009 for their “Keeping Your Attention” campaign, the third in 2010 for their “See For Yourself” campaign, and their most recent Gold award was received in 2013 for their “Saucy Musings of a Shamir Wearer” campaign. Shamir’s 2011-2012 ad campaign, “Obviously, Those Aren’t Shamir Lenses” received a Platinum Hermes Award.
“The ‘I am…’ campaign has allowed us to explore interesting lifestyle scenarios in which people need premium lenses and how Shamir designs can fulfill those needs. Every month, we are focusing on the importance of discussing patients’ vision needs. Each ad contains a striking image and compelling text to make readers pause and think about the way they engage with customers on a daily basis. It is so important to treat each patient as an individual and take the time to truly get to know them and understand their lifestyle, so they can receive the best possible lenses for their specific needs” said Candice Keating, Director of Marketing. “We have already received a lot of positive feedback from this ad campaign,” added Keating.
Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognize outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals. There were approximately 5,500 entries submitted throughout the United States and several other countries in the Hermes Creative Award 2014 competition.
Shamir Insight, Inc., is a wholly owned subsidiary of Shamir Optical Industry, Ltd., an Israel-based company, which is engaged in the development, design and manufacture of premium progressive lenses and molds for the ophthalmic industry. Serving as the Sales & Marketing center for the USA, Canada, Central /South America and Mexico, Shamir Insight specializes in the marketing of premium progressive lenses under product brand names such as Shamir Autograph III®, Shamir Autograph II®, Shamir InTouch™, Shamir Spectrum™, Shamir Element™, Shamir FirstPAL™, Shamir Golf™, Shamir Relax™, Shamir Creation®, Shamir Piccolo®, Shamir Attitude III®, Shamir Attitude®, Shamir Duo™, Shamir Computer™, Shamir WorkSpace™ and Shamir Office™, the industry’s leading occupational lens. Exclusively designed with proprietary, patented EyePoint Technology®, a groundbreaking software program that utilizes ray-tracing to compute optical properties and simulate human vision, this extensive product line is distributed through a network of over 300 Shamir ReCreating Perfect Vision® partnering optical laboratories. Shamir Insight employs a large national sales force of Account Executives, many of whom are ABO-accredited educators who speak on a variety of optical topics to Eye Care Professionals. Shamir Insight is a member of Vision Council (VC) and the Optical Laboratories Association (OLA). The company was established in 1997 and is headquartered in San Diego, CA.