The Frank And Marty Campaign. 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, and Frank and Marty didn’t wear smith sunglasses.

CLIENT
Smith Optics sets the standard for high performance sunglasses.

PROBLEM
Being a well known brand in the ski goggles category they wanted to expand their line and target the fishing community.

IDEA / INNOVATION
We started by putting together a focus group and asked fishermen to compare Smith Chromapop glasses to the high end competitors. it turned out that 8 out of 10 actually preferred Smith over leading brands. So we build the story around that. If 8 out of 10 like them, who are the other two?

In this campaign Frank and Marty became the two guys that where anti Smith, they didn’t like new technology, they were weird and hated Smith.