Carrera’s new creative strategy with Wieden+Kennedy

The eyewear brand announces collaboration with the new creative agency

Carrera and Wieden+Kennedy Amsterdam are pleased to announce their collaboration on the development of the creative strategy for the brand.


Initially, the collaboration between Carrera and Wieden+Kennedy Amsterdam, which was made official only recently, will focus on the creation of a new teaser campaign to be launched during the second half of 2012 in conventional and online media and at outlets at international level. The new teaser campaign will underscore the dynamic spirit of the Carrera brand: a spirit with roots going back to 1956, when the brand was created and which continues to grow and develop successfully while maintaining its "racing" heart.


The second step will be the creation of a new global communication campaign to be launched worldwide in the first quarter of 2013: together with CARRERA, W+K will develop the new strategic guidelines for brand communication online, offline and at points of sale.


Nicola Giorgi, Global Head of Safilo Brands Division, stated: "We are enthusiastic about working with one of the most important creative agencies in the world. CARRERA, a Safilo strategic brand that is having considerable success throughout the world, will benefit from additional creative stimulus to develop its racing tradition and take advantage of its huge potential for growth. This strategically very important partnership will be another step toward the global development of our brand".


Clay Mills, Managing Director of W+K Amsterdam, added: "The CARRERA brand is an interesting mix of heritage and modernity. We are thrilled to contribute to raising awareness about this extraordinary brand and to its global expansion".