Police Looks for Audacity! Do You Have It? Police and Lewis Hamilton Celebrate the 40th Anniversary in a Bold OOH Campaign

Looking for an iconic design, a timeless piece that stands the test of time? Then Police x Lewis Hamilton sunglass is the one for you, after the previous campaign of Police in collaboration with Lewis Hamilton. The fashion wear brand decided to celebrate its 40th anniversary on OOH with the help of Backlite Media on unipole display. 

Police used the motto “Audacity Wanted” to promote their latest campaign; the brand is looking for freedom and boldness to express yourself; in the video commercial of the very brand, they used lines such as “ Forget your comfort zone,” “Let your heart speak” “Express Yourself” with the closing of “the biggest act of audacity.” 

The brand used this tone of voice to target an audience with bold taste, who are looking for new styles and looking to renew their look; we believe that using a word like “audacity” was a dangerous game Police played as laggards may find the word leaning towards the negative side.

The essence of audacity and audaciousness is "the courage to do something that may offend others." As a result, the word has both positive (bravery, bold) and negative (rude, impudent, disrespectful) connotations. And for that reason, we find the choice was dangerous yet brilliant as the brand mainly speaks to the young, Gen Z audience. 

It’s worth mentioning that Police, the Italian brand, was founded in 1983. has collaborated in a number of action films, including Batman vs. Superman: Dawn of Justice, Justice League, Men in Black: International, and The Batman. Stories about iconic superheroes who have limited-edition collections.