opti presents itself with new faces of the industry

Together and personal: the cross-media campaign will be launched on September 1. The new campaign with real people instead of models stands for the dynamics in communication. "If so many positive things are already happening in the run-up to opti, we simply have to show this to the outside world! With our unusual visitor campaign featuring real opti people, we are therefore taking a new approach to communication. It reflects the joy and pride of working together creatively," says Cathleen Kabashi, Head of opti in Munich, explaining the new campaign, which will be continued throughout the year, cross-media and successively with other players. The most important thing for Kabashi is to use the selection of industry representatives to show how diverse the optical industry is - and the strong personalities behind opti.

The philosophy of the new opti visualization

"WE ARE opti" is more than just a slogan or a hashtag. It revolves around the philosophy of Munich's opti as an answer to the global industry challenges of our time: the big picture is so much stronger than the individual! As an important meeting place for the optical industry, opti acts like a pool of ideas, it thrives on the passion of its participants, the shared experiences and the clear commitment of everyone: we meet in person to exchange ideas. Whether before, during or after the trade fair. We find solutions together - for an industry with a future.

The faces of the first campaign and their motivation

In keeping with the philosophy of the campaign, the mix clearly shows the range of opti right from the start of the new campaign: opticians, representatives of the trade press, association members and influencers. The following opti stakeholders took part in the people shoot in Munich in August 2023:

• Aziza Arbabzadah, Senior Consultant Consumer Optics SPECTARIS
• Giovanni Graffweg, master optician & owner of OPTIK BREIDERHOFF in Essen
• Sabrina Oberlander - Master optician & owner of BRILLENWERKE in Offingen, ambassador of the trade
• Sertac Özenir, master optician & owner of SEHWELT ELLER in Düsseldorf
• Sarah Schleicher, optician & influencer
• Dagmar Schwall, Project Manager eyebizz
• Frank Sonnenberg, IG Nachhaltigkeit, CSR Manager & Journalist

#weareopti

After the launch, the new motifs can be seen cross-media on the opti website weareopti as well as in print and digital media throughout Europe. Stories about the people behind the new WE ARE opti campaign can be discovered on the trade fair's social media platforms from September 1.

Year-round communication - to be continued on an ongoing basis

What happens next? The kick-off will be followed by the second casting for the next campaign flight at opti in January 2024. This liveliness and the surprise effect ensure increased attention and a lasting increase in the sense of community within opti.