Life is all to be seen, every day.

Utilissimi presents its new communication campaign.

With this new campaign, Utilissimi aims to express its commitment to making vision an accessible right for everyone.
We believe that every life deserves to be brought into focus, to be experienced in all its nuances, in every moment of everyday life.
This is the inspiration behind the claim “Life is all to be seen, every day”: a joyful and colorful declaration of intent, just like Utilissimi glasses, which add the right dose of cheerfulness to each day.
The campaign, portraying the daily life of a family, unfolds across six different episodes and in a longer video that combines them into a succession of everyday moments—from preparing coffee to gathering for a birthday celebration on a summer Sunday.

The Utilissimi family: welcoming, cheerful, and inclusive.

The main characters in this new campaign are Grandpa Biagio, his wife Gabriella, their grandson Léo, and his friends Elena and Yuri.
The first episode begins with Lorenzo, the father of Leo, preparing a lesson from home while wearing blue-light-blocking glasses. Later scenes show more moments from everyday life, like Stefania, Lorenzo’s partner, heading to work in her car, wearing sunglasses. They are joined by Yana, Stefania’s colleague and friend who has recently moved to the city.
A welcoming, cheerful, and inclusive family, where everyone feels free to choose the glasses that best express their personality, according to the context and time of day. The campaign closes with Biagio entering the pharmacy, our primary partner in making vision an accessible right for all. 

A New Signature for the Utilissimi Family

For this new campaign, Utilissimi has designed a specific typography and color palette to convey energy, vitality, and good mood. We chose to retain the colors identified for the reading, blue light, sun, and children’s collections—purple, blue, orange, and yellow—while using a playful white font.
Utilissimi aims to be the trusted choice for those seeking quality eyewear at the right price, and to reinforce this commitment, we’ve introduced an additional distinctive feature: a signature of four dots on the temples of our glasses, a simple reference to the four categories and to the members of a family, of a community—Utilissimi’s own.

Yes to life in full view, every day!