Agency Network: 
December 2009


Print advertisement created by Eleven, India for Lawrence & Mayo, within the category: Personal Accessories.


Which Bono is Bono?
The voice keeps getting louder. The stage changes everyday. The activist becomes a rock star who becomes an activist. The impassioned ballads become lyrical speeches. And vice-versa. The lighter-waving fans are replaced by suited delegates at the UN. Through it all the brown, polarized, wide-framed Bulgaris remain constant. Letting those photosensitive eyes see all that is wrong with our world.
Lawrence & Mayo. Your glasses are you.

Advertising Agency: Eleven Brandworks, Mumbai, India
Creative Directors: Puneet Kapoor, Prateek Bhardwaj
Art Director: Puneet Kapoor
Copywriter: Prateek Bhardwaj
Illustrators: Puneet Kapoor, Anand Chodankar
Photographer: Altaf Khan
Planner: Imran Khan
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kyarajesh's picture

saw it at the goafest.

Activity Score 90
Reality Check's picture

Conceptually, the campaign's a tenuous link between the glasses and the wearer.

Reality Check
Activity Score 2539
atb2005's picture

I don't think that the link between the glasses and the wearer is tenuous at all. They've picked celebrities known for wearing glasses (maybe not these exact brands, but still). Have you seen Bono in particular without glasses? Rarely.

This campaign reminds me of the campaign that DDB France created to celebrate the Van's 60th birthday; it ran on the same premise that everything else changes but the Van itself. I think that works wonderfully with glasses too. Also, it wouldn't be a stretch to assume that some people may be just as emotionally attached to their glasses as they are to some other object. Indeed, glasses do reflect your personality or even style of life. Copy is a little too verbose, but good nonetheless. I love how they used a transparent layer on top of each illustration to show life thru glasses.

PS: Don't think Bono would approve of being included in this ad. This is like an endorsement (first of this optical store, and then of Bulgari).

Activity Score 13557
BulbheaD's picture

i see the bono who is wearing a $500 spectacle as millions are getting hungry in the world.

Activity Score 254
Freelance |

The madman thinks he is sane. I know I am mad. -- Pablo Picasso

shahidali's picture

i like the brilliant copy but the execution is almost on the verge of dismal misery. Doesn't do justice ot the brand.

Activity Score 4067
Dhaka, Bangladesh |


Appolonia's picture

i really love the copy of this campaign!!! its so true !!

Activity Score 298
Copywriter at memark branding agency
Molecule's picture

awesome copy, inspiring. makes me want to read on

Activity Score 435
raulbanderas's picture

i really like this campaing

Activity Score 357
Ensamblador's picture

Great copy, art doesn´t bother me. I like the campaing.

Activity Score 239
Creative Director at OMM ensamblaideas
perromalo's picture

This cocpy is the best one. Congratulations.

Activity Score 429
Creative Director at Mateo&co
ek kanya's picture

goo work. hope its no scam.

ek kanya
Activity Score 814

am an advertising junkie | read my flog at

the_lizard_king's picture

Great copy writing. Aptly suits the Indian ideologies.

Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Shanty Mathew's picture

Intelligent copy and art.

Shanty Mathew
Activity Score 130
Creative Director at United Media Services, Muscat |

"A good advertisement is one which sells the product without drawing attention to itself." - David Ogilvy