Communications Platform


‘Good Point, Well Made”

In 2017, Persol asked to establish a new brand platform and tone of voice that would appeal to a younger millennial consumer, while still remaining elevated and luxurious in execution and communication.

Our idea – ‘Good Point, Well Made’ — explores the sort of asymmetrical thinking that delivers innovation.

The campaign copy hacks every day idioms for an ultra-individual generation, with subtle wit and cool humor, to express this dichotomy between tradition and progress. Familiar expressions are flipped on their heads, making us laugh at ourselves, revisit our assumptions, and rethink established “truths” with a fresh perspective. The ordinary, seen through a Persol lens, is anything but.