Your eyes express. Your lenses reveal. Tell your story with Divel! Divel presents a new campaign for MIDO 2023.
The campaign is inspired by a well-known Italian expression, “gli occhi parlano” (lit. “eyes speak”).
But often people also express a part of themselves through the fashion accessory of their eyewear. These and other fashion accessories can reveal our unique personality and reflect our inner being.
In the same way, Divel’s uniquely fun and colorful lenses are more than just a component of one’s eyewear. They can actually show a bit of who we are as people, such that our eyewear becomes an integral part of our personality — an indispensable accessory used to tell our story to the world!
The main characters of the Divel campaign are six young people, each with their own unique personality: Tom, Eva, Alice, Elia, Gae and Azzurra.
Each of these people has a different passion and a different career, as expressed by a specific Divel Italia product.
Tom, for example, is a starry-eyed history profession who loves rock music and everything vintage, so he wears aviator frames with Divel’s Throwback Bicolor lenses, a new addition to the company’s range of sun filters for this year’s MIDO 2023.
Throwback is a collection of sun filters that is inspired by the fashions of the 1970s and includes the traditional bottle green of aviator glasses, the jet black of a vintage typewriter, the tobacco brown of mid-century modern design, and other retro colors.
Eva is an infectiously bubbly, professional ballet dancer.
Eva is an eternal optimist, almost always in a good mood, and loves spending time with her many friends. She likes to sleep in and, if she has an early-morning appointment, she always wears sunglasses and claims they help hide her secrets.
She loves protective, large-frame eyewear and Divel’s Darkpop lenses, which add a touch of bold color to reflect her outgoing personality. Darkpop lenses are another new release for MIDO 2023 and are an expansion of the two-tone Bollipop collection.
The Darkpop lenses are unique in that hot pink, bright blue, and vibrant orange and yellow are paired with darker tones for an out-of-this-world look! The Eva campaign copy features the hashtags #smarteyes and #energicsoul.
Alice likes the most colorful collection for this year’s MIDO: the Nineties! As the name implies, this collection is inspired by the rich, vibrant colors and design of the fabulous 1990s.
The Nineties lenses are great for anyone who loves high-tech and pop culture and has a #socialsoul!
Alice is an app developer, a millennial born before there were cell phones but who lived through the tech boom and the rise of the internet. She’s smart and curious and keen to learn all that she can about the world around her. The Nineties collection is perfect for her, especially if paired with angular frames!
Gae and Azzurra, in turn, each sport an important innovation in corrective lenses.
Gae is a kind, sensitive physician, a generous person who does what she can to protect the environment.
She tries to be sustainable in all that she does and does whatever she can to combat climate change.
Gae wears frames made of wood or other natural materials with Divel’s brand-new Gaia lenses, a sustainable line made from 82% palm oil.
Gaia maintains all the characteristics of a 1.74 index lens and makes it possible to use transparent, graduated lenses in any type of frame.
The choice of using eco-friendly materials and of leading a sustainable lifestyle helps to protect the planet against global warming and contributes to reducing CO2 emissions.
Azzurra, though, wears the new Eterea progressive lenses.
Eterea lenses are made with the help of software developed by Opto+ that is used to adapt the lens design to the frame selected by the customer.
The selection of frames available to a customer is often limited when using progressive lenses given that many shapes are not suited to this type of lens.
As a result, customers are often unable to choose the frames they like the best because they would compromise the performance of their progressive lenses.
With Eterea, fashion choices are no longer limited by the lenses. With the Eterea software, the geometry of a progressive lens can be adapted to even the most creative frames without compromising on vision quality.
As the star of Divel’s MIDO 2023 campaign, Azzurra needs the most unique frames, perfectly suited to the depth of her sophisticated personality.
Azzurra is a kind, attentive psychologist. She is in touch with her own emotions and his highly empathic. She loves to engage in deep conversations and is a patient listener, always seeing to the needs of others with an open heart.
She loves music and wrapping herself in melodies that perfectly fit her mood, just like her Eterea lenses.
Last but not least, we have a fashion collection for Divel Italia’s sunglasses division: Bright Dice.
This collection is a favorite of Elia, a brilliant engineer with a piercing gaze.
Elia organizes his life in calendar and to-do apps, which he updates and follows meticulously. Elia loves going to exhibits of contemporary artists, takes a yoga class and meditates whenever he gets a chance.
He loves touring European cities to admire the contemporary architecture and prefers the mountains to the beach because the perfection of nature gives him inner peace. Elia almost always wears Bright Dice lenses in round frames that show off the lenses’ elegant colors and sophisticated coatings.
The Bright Dice collection is an extension of the Logomania Evolution line, a union of beauty and technical performance. The result is a lens featuring cube shapes in the upper part of the lens that gradually fade away into the color below. The collection is inspired by the cube in a pattern that is widely used in a variety of contexts and is easy to reproduce. Available in solid and gradient colors.
For all the news and innovation at MIDO, make an appointment (firstname.lastname@example.org for corrective lenses and email@example.com for sun filters) to come see us at Pav. 3 – Stand C01 D02!
Follow the campaign on our social media!
[The illustrations were made by the artist Ardesia.bottegacreativa; the photographic shots from Bsa Studio.]