Sunglass Hut, the leading premium sunglass retailer, showcases a shadier side to the holiday season with a new campaign featuring brand ambassador, Georgia May Jagger, as she sneaks around in her sunnies in an attempt to get her perfect gifts under the tree.
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“Unwrap Something Shady” invites consumers to play with tradition by showing premium sunglasses as an inspired, unexpected choice for everyone on their gift list. This is the second Sunglass Hut campaign shot by famed fashion photographer Ellen von Unwerth and styled by Franck Chevalier.
The all-encompassing campaign includes print and digital media including in-store materials, OOH and more that will run across Sunglass Hut’s retail network from North America to Asia Pacific, Latin America, and South Africa.
“We have some great holiday traditions in my family but I like to have fun when it comes to gift giving and finding presents that aren’t predictable,” Georgia May Jagger said.
“Unwrap Something Shady” finds Georgia May in a quirky film noir living room decorated for the holidays. Wearing sunglasses and with presents in hand, she playfully tiptoes around the room to hide her gifts under the tree.
“Holiday is a crucial time for Sunglass Hut,” Fabio d’Angelantonio, Executive Vice President Sun & Luxury and Chief Marketing Officer at Luxottica, said. “In order to have a strong season, we have to show consumers that sunglasses are viable gift option that they haven’t considered before.”
