You’ll Want To Put On Sunglasses After Looking At These Ads

Image via Ace & Tate

These striking photos are a sight for sore eyes that challenge you to glare, no pun intended.

What’s most apparent about the new sunglasses posters by Amsterdam eyewear label Ace & Tate is that there are no sunglasses to be seen. Forgoing the concept of making its shades recognizable, the brand is, instead, letting you relive the experience of not having your sunglasses when it gets too bright outdoors.

Stunning unretouched photos of people squinting their eyes reenact a universal experience. As uncomfortable as the subjects seem, though, they’re not shying away from the mean solar glare—in fact, they welcome it. The campaign, entitled Bring on the Sun, reminds the public to get the appropriate eyewear to be summer-ready.

The fun activation was created by brand design agency Base Design, which was briefed to help reposition Ace & Tate’s millennial-focused image to one that’s more inclusive.

 

 

 

 

 

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A post shared by Ace & Tate (@aceandtate)

 

 

 

 

 

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[via The Drum and Creative Review, images via Ace & Tate]