Signals

Europe – The eyewear brand’s latest ads spotlight the reasons that we need sunglasses, rather than their aesthetic value.

Created by Base Design, the Bring on the Sun campaign stands out from its many eyewear competitors by omitting the products completely. Instead, the films feature various people squinting as they are dazzled by the sun, hinting at the excitement of the changing seasons while cleverly reminding viewers of the crucial reasons we need sunglasses.

By moving away from product and fashion-centric marketing, the campaigns are part of Ace & Tate’s mission to move away from the youth market and become an eyewear brand that resonates with everyone.

Not only is the eyewear market in a period of transition – an interest in eye health is allowing it to become a lifestyle category in its own right – but now the sector is using emotional marketing to attract new customers.

A shocking number of nightclubs have closed since the advent of the pandemic, according to new research by trade body UK Hospitality and data specialist CGA. Tackling the uncertain future for Britain’s pubs, bars, restaurants and nightclubs, the Future Shock – Hospitality in 2022 report found that nightclubs were hit hardest by Covid-19, with a staggering 17% of venues closing since March 2020.

A tsunami of rising operating costs – caused by soaring energy prices – are to blame for the decline, and could result in further closures in the coming years. The report found that rising labour, food and drink costs mean venues are expected to pass on an 11% rise in prices to consumers. If predictions are correct, this will set off a chain reaction of dropping footfall and revenue, and could spell crisis for the nightlife sector.

The night-time economy has been at risk for years. Although optimism was high for nightlife in 2017, the pandemic has reversed progress, making innovators in the sector work even harder to maintain custom and preserve important culture.