Munich, October 2018: Occhio, the Munich-based design luminaires company, is launching a bold new brand campaign. The company and Martin et Karczinski have teamed the stars of this campaign – Occhio’s incomparable light quality and the flagship Mito line’s unique luminaires – with two Hollywood stars: Mads Mikkelsen and Sofia Boutella will serve as the company’s brand ambassadors for two years.

Occhio is one of the fastest-growing companies in the lighting industry and the market leader in Germany’s premium design lighting-segment. As a way of further bolstering its leading market position in Germany and more quickly increasing its international brand recognition, Occhio has joined forces with the strategic brand-consulting and design agency Martin et Karczinski to create a campaign that is unique in the interior-design and luminaire industry. As part of the campaign, Mads MikkelsenandSofiaBoutellawill provide exclusive marketing support to the company in Germany, Austria, Switzerland, the BeNeLux region, Scandinavia, Spain and Italy. The centerpiece is a short video in which both Hollywood stars present the company’s new slogan: »a new culture of light«.

Boutella and Mikkelsen celebrate »a new culture of light«
Light moving beyond the stage of simply being a source of illumination to enter a dimension where it creates a mood, accentuates interiors, gives expression to emotion – and even influences people’s behavior is the expression of a new culture of light for Occhio. And this is what Boutella and Mikkelsen celebrate in the campaign video “The Charm”: Light defines everything in the video. It plays the main role in every movement and action.

Boutella represents the emotional aspect of this video: A dancer, she uses light to stage events and create dramatic effects in her theater world. With her expressive personality, the French-Algerian actress and dancer embodies this role to perfection. “Light is an important part of our lives,” Boutella says. “It’s something much more than a piece of furnishing. It affects both our mood and our sense of well-being.” In “The Charm,” Mikkelsen plays a visionary designer who uses light as a tool for his work so that he can precisely observe and define the things around him. With his stylish, yet minimalistic style, the global star from Denmark is the perfect choice for this role.

Mito, the Occhio flagship series, is the focus of the campaign
The real star of the show is Mito. The various models in this Occhio flagship series are incorporated into both figures’ worlds in a way that reflects each of them. HER world features the sensual, circular luminaires Mito sospeso and Mito soffitto as well as of the new products Mito largo and Mito raggio. HIS world encompasses the minimalistic and linear Mito models to be introduced in spring 2019. Mito fully captures Occhio’s genius in design, quality and innovation. It serves as a unique tool for the new culture of light.

Powerful media mix of print and online
The video will be available on Occhio’s own digital platforms as well as at the point of sale. Various versions of it will be shown online, in all social media channels and on special sites. An eye-catching print campaign using one- and two-page ads in glossy magazines as well as supplements to daily newspapers will form the foundation of the media plan. The objective of Occhio’s new campaign is to infuse the topic of light with even more relevance and to tap the brand’s tremendous potential by reaching new target groups.

Company: Occhio GmbH, www.occhio.de
Chief Marketing Officer: Martin Nowicki
Agency: Martin et Karczinski
Creative Director: Heiko Dertinger
Directors: Lily Coates and Gavin Youngs, The Apiary
Camera: Kaname Onoyama
Celebrities: Mads Mikkelsen, Sofia Boutella
Media agency: Mediateam 360°
Print campaign: One- and two-page ads in premium interior and lifestyle publications as well as supplements to daily newspapers
Digital campaign: Large video sitebar, programmatic, social media, newspaper app package, display
Campaign time frame: October 2018 to September 2020 (emphasis on October to March each year)

Occhio joins the ranks of premium and luxury international brands: new brand campaign starring Mads Mikkelsen and Sofia Boutella