Why Isobar Greece Started Selling Its Own Sunglasses.

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Our colleagues from Isobar Greece have decided to jump the fence and see what really happens on the advertisers’ side.

Wanting to have a better understanding (albeit on a smaller scale) of the challenges clients are facing, they have created, produced and marketed a sunglasses brand called We Are Eyes.

In a market challenged by the aftermath of the economical crisis, they decided to dive in a real-life situation so that they can be closer to clients.

This is not about bringing in alternative revenue streams (their goal is to break-even). This is about empathy.

Read the full story originally published on Ad Age.