Dutch eyewear brand Ace & Tate celebrate individuality with the launch of their first global brand platform: me myself & i
Created in collaboration between WE ARE Pi and Ace & Tate's in-house teams, the platform is a new direction for the brand, which moves the focus from their frames to the faces behind them
Amsterdam-based eyewear brand Ace & Tate are proud to announce the launch of their first global brand platform on Thursday 29 March. The me myself & i launch campaign examines six complex and incredibly unique characters and the different sides of their identities. Through their stories, Ace & Tate encourages us to look at many different aspects of ourselves, to be whoever we want to be, whenever we feel like. The campaign - which is the brand’s biggest to date - seeks to break down the barriers that currently surround optical purchases, encouraging people to not be defined by a single frame over a long period of time. In doing so, the project celebrates a universal truth: we are complex beings made up of many thoughts, constantly changing feelings, urges, wants, needs, likes, dislikes - and that is what makes us uniquely individual. Kristofer Crockett, Head of Brand Marketing at Ace & Tate, comments: “Ace & Tate has always believed in individuality and the freedom of self-expression. We've worked hard to understand our audience and what motivates them as individuals - not just in buying glasses. We want to elevate the eyewear category beyond style, utility or pricing battles, to develop a long-lasting emotional connection with people.” Created in collaboration between WE ARE Pi and Ace & Tate's in-house teams, me myself & I features six portraits of known and street cast talent from all over Europe - including UK furniture designer/activist Yinka Ilori, German DJ/musician Lena Willikens and Swedish singer/social worker Mona Morrsy. The portraits are shared through colourful OOH and print triptychs as well as a series of films shot by visionary next generation director Bafic, which celebrate the individual stories and the group as a whole through clever visual mosaics and audio layering. “With me myself & I we have put our audience at the forefront of our brand – a clear effort to empower people to explore the different aspects of their identities. We worked closely with our creative partners Bafic and WE ARE Pi to capture and communicate the diverse personalities of our talent as authentically as possible,” says Anoma Whittaker, Head of Creative at Ace & Tate.
Over the course of 2018 Ace & Tate will explore the concept of identity in a variety of ways, working with other inspiring names, partners and collectives who give them an insight into what makes us all so beautifully complex. People and their stories will always take centre stage. “We’re very excited to partner strategically and creatively with Ace & Tate in their continued mission to lead change in the eyewear industry. The me myself & I brand platform inspires and celebrates the many elements that make us who we are, in an authentic and joyful way that encourages consumers to re-evaluate their eyewear buying behaviour”, adds Alex Bennett-Grant, CEO and Founder of WE ARE Pi.
Founder Mark de Lange created Ace & Tate in 2013 to give European consumers flexible, quality designer options in eyewear, be it on or offline. A disruptive move made possible eliminating third parties - license holders and retailers - and partnering with forward-thinking partners in the manufacturing process.
The launch of the brand platform marks the beginning of a dynamic year for the brand. Ever- true to their pioneering spirit, Ace & Tate is currently testing a virtual online eye test with fellow Dutch startup easee. 2018 sees its upcoming fifth anniversary, an expansion of its online offer to new markets, a new contact lens product, and more collaborations and stores in the offing.
Launching on Thursday 29 March, you can view Ace & Tate’s me myself & I launch campaign assets here.