"SHINE ON": The New CARRERA Eyewear Marketing Campaign

By Carrera, PRNE
Wednesday, March 17, 2010

PADUA, Italy, March 18, 2010 - CARRERA, international iconic fashion eyewear brand, presents
its new worldwide marketing campaign: striking images, amid bright
reflections and vibrant colours, which will surely attract the attention of
the public all over the world.

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Devised and created by MRM Worldwide Italia, the Digital
Thinking Agency of McCann Worldgroup, the campaign's message is direct and
effective, thanks to a clear and engaging headline: "SHINE ON", an
encouragement to let our inner light show through, to live life to the max
and with enthusiasm, wearing CARRERA frames and sunglasses.

Featuring original photography, the campaign portrays young
men and women in an urban location lit up by warm light which encompasses
everything it meets, underlining the dynamic and timeless spirit of the
CARRERA brand. A spirit which took root in 1956, the year the brand was born
and since then has successfully grown and developed in the eyewear and sport
sectors, while still maintaining its "on the road" soul, decisive and
constantly orientated at seeking a winning performance. This is why today
CARRERA is the brand of choice for anyone who wants to be authentic and
fashionable, without compromising.

The urban location provides the ideal setting for the campaign
to unfold. The campaign's super-trendy hipsters, brimming with the same
youthful appeal of the frames and sunglasses they are wearing, are
self-assured and exude a powerful vital energy that seems to be part of their
very being.

The roll out for the "SHINE ON" campaign is expected in mid
March 2010 and will take place through a broad and complete mixture of media
both in Europe and the United States.

In particular, besides an important press and outdoor campaign
in the most trendy international locations, from Miami to New York, from
Barcelona to Paris to Milan, substantial implementation is also planned for
digital media channels, with the launch of the new website carreraworld.com
and an expressive social media platform which will allow the brand to bond
with its public. To round off the project, there are plans for ongoing
high-profile special events, public relations and music product placement

The campaign depicts the world of "Fast-Laners", young men and
women who live fast lives and always to the fullest, who prefer an individual
style which goes beyond fleeting trends. The new images transmit the spirit
of the CARRERA brand, the brand for those who are not afraid to live their
life to the max, in the fast lane, constantly revving the passion

Roberto Vedovotto, Chief Executive Officer of Safilo Group,
stated: "We are enthusiastic about the success that Carrera is experiencing
all over the world. It is a strategic brand for Safilo, in which we are
investing greatly and which we believe still has great growth potential.
Wearing a pair of Carrera glasses means expressing your personality, without
compromises, while feeling part of a large community. Being oneself but not
being alone. This is why our marketing campaign also has its foot on the
accelerator in social network channels."

CARRERA presents original and stylish creations for the coming
season with a collection that has a winning blend of unmistakable style and
premium materials. The new eyewear designs are guaranteed to turn heads.

The CARRERA collection of optical frames and sunglasses is
designed by Enzo Sopracolle, and produced and distributed by the Safilo


Safilo Group Press Office, Tel. : +39-049-698-5459, Fax : +39-049-698-7075, E-mail: pressoffice at safilo.com

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