Dick Moby eyewear - strategy, ideas and singing… for the planet

People really do care about the planet. But they worry even more about their looks. We could’ve just sat around complaining about this basic human failing. But instead we embraced vanity to help Amsterdam eyewear brand Dick Moby save the oceans - doing everything from the strategy to the… err… singing.

What to do when people
take your brand too seriously

Dick Moby make sexy glasses and sunglasses from unsexy but sustainable things like oil-free plastic and recycled metal. They’re small and hands-on and run by surfers - an upstart brand unlike any other sustainable or fashion brand.

Problem was, that attitude wasn't coming through. Their comms were adrift between surf-punk doodles and generic hipster photography. It was time to tell the world it’s okay to worry about your looks - because looking better could help put less plastic in the oceans.

Bringing the attitude to life

To capture that surf-punk essence, we enlisted the deranged mind and hands of Galician illustrator Berto Fojo.

And to avoid being annoying and worthy, we turned our message into a Country & Western song. Then, to be absolutely sure, we played all the instruments and did the singing ourselves. The clients even had cameo roles.

All we needed was a gruesomely funny music video - which hotshot Barcelona animators Device Studio more than delivered.