“Haz lo que te de la gafa” is a campaign created for Allain Aflelou through which the brand wants to promote their sunglasses. This brand is very present in the Spanish industry of glasses, however, not everybody is aware of the fact that they have a huge range of sunglasses of very good quality. The target of this campaign is young people.
Nowadays, young people do what they want, wear strange clothes to differentiate themselves and do not care what people think about them. Based on this idea, we decided to change the concept of sunglasses. Just like people use earrings, a pendant or pretty shoes, why not wear sunglasses as a complement to your outfit? We want to challenge young people to wear sunglasses at any time, if they want to go out for dinner or to a party, why not wear fashionable sunglasses?
To get their attention we have used a word game: “Haz lo que te de la gafa”
(In Spanish, "haz lo que te de la gana" means do what you want and “gafa” is glasses, so we have used this language to create a dynamic word game, creating “Haz lo que te de la gafa”, a concept that I'll explain next.)
This concept has two meanings: one, which perfectly represents the way young people think, which is what encourages them to do what they want without caring about what others say, and the second meaning is that it uses the concept of glasses, which is what we want to advertise.