Once an iconic global brand, Serengeti eyewear was known for producing driving sunglass, but lacked a clear and compelling brand position and sense of style. VITRO's challenge was to position the Serengeti product beyond just driving and focus on their industry leading technology, including Photochromic and Spectral control. For 2014, Vitro took the Serengeti technology message one step further by launching the "Uncommon Focus" campaign. Bold creative executions stood out from the sunglass clutter by using high impact images of the human eye to drive home how Serengeti’s incredible technology.