Smith sunglasses wanted to make a name in the fishing community and introduce the ChromaPop - A line specially customized to use at sea. The client provided us with stats from a focus group survey that they made and it turned out that 8 out of 10 pro fishermen preferred Smith ChromaPop over the leading competitors. So with with that in mind we asked ourselves, if 8 out of 10 like them, who are the other two?
We made a series of videos about "The two other guys". That was clearly amateur fishermen and how they did everything wrong when it came to fishing, clearly not wearing the Smith glasses.