ic! berlin uses employees as models in its Meet The Crew collection
By Carlene Thomas Bailey

The Berlin eyewear brand is changing it up this season, and using its own employees to front the latest campaign. WGSN Senior Editor Carlene Thomas-Bailey reports

Nov 18, 2015
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Forget models, one Berlin based brand is using its latest campaign as a way for everyone to meet their employees, the people behind-the-scenes, who bring the eyewear brand to life everyday.

The collection called Meet The Crew is focused on frames inspired by, named after and made by ic berlin! employees from all over the world.

The viewer is invited to pick up a pair of this latest collection – and get to experience the real ethos of the brand, which in an era of consumers demanding more brand transparency, is a very clever move.

The ad campaign is complimented with a digital component too, on the company website viewers can get a lowdown on each member of the crew, and see a mini Q&A where they divulge everything from their favourite spot in the city, to what their job entails, and how they came to be at ic berlin! There’s a social element to with #meetthecrew running across the brand’s social handles.

Here’s a snippet of the team and their specs:

1. Gülcin Ündemir

The company’s sales rep in Turkey, who teaches yoga on the weekends and rocks her style sunglasses in caramel brown sand metal.

 

WGSN_icberlin_Guelcin_meet the crew

2. Tom Bochmann

Head of Technical Development, enjoys stracciatella ice cream and is a Douglas Adams fan. Check out his style in metal black.

WGSN_icberlin_Tom_meet the crew

3. Katharina Lehner

As art director at the company she has a visual eye and when she’s not working she enjoys peanut butter cups, polka dots and films by Wes Anderson. Katharina’s signature specs come in a matt gold, black-matt style, with a nod to all things retro with the shape.

WGSN_icberlin_Katharina_meet the crew_best

4. Ronny Sens

Ronny is Applications Administrator at ic berlin! HQ, he prefers his fries without ketchup and is a Game of Thrones super fan. He wears his style with the smokey matt black colourway.

WGSN_icberlin_Ronny_meet the crew

The 23 frames, a broad mix of styles, from straight eyewear to sunglasses, come with the brand’s respect for detail; so expect laser-cut, handcrafted eyewear from each pair.

Meet the whole crew from the latest campaign here

CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN


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