MIDO | From Never Ending Wonder to Save the Wonder!

Visiting an exhibition is not only about admiring the exhibits, but also the mind of the curator as it will determine whether the visitor can take away something invisible and unmeasurable, be it new ideas or new experience, apart from feasting his eyes or getting some opportunities for business cooperation. Life Circus, which is in charge of brand strategic development and advertising campaign of MIDO, has been working closely with the world’s leading optical fair since 2014 to develop new philosophy that push the show and visitors forward simultaneously. Paolo Licci of Life Circus tells us about how the Mido advertising campaign has developed since 2014 and about the new message for safeguarding the planet.

“It was early 2014 when MIDO felt an urgent need to change its image. At the heart of the matter was the desire to update a plan that, until then, had worked seamlessly. That the company was evolving, with “new desires” and “new curiosities” was evident from the major influences the internet was bringing through social media. The need was clear: not a simple change to MIDO’s image but the development of a new philosophy to carry the show forward toward more qualifying, technologically state-of-the-art needs.

We started with the logo, which had to maintain its ties to the eyewear market but also move closer to design and not just remain a symbol.We also thought about updating the underlying philosophy in order to communicate a “lively, unexpected feeling of admiration, the kind you feel when you see or hear something new, that extraordinary moment of startling surprise.” MERAVIGLIA… WONDER… to which SENZA FINE was soon added: Never Ending Wonder.

After the logo and payoff, we considered the image. The Wonder retraced the history of Italian architecture, its natural beauty, a kind of elegance based on simplicity and purity.

From that moment on, our quest for wonder has never stopped. The concept of wonder continued to push us in search of new inspiration that in turn was reflected in the physical nature of the show. Like the changes MIDO was experiencing, Never Ending Wonder underwent a major transformation, shifting from endless wonder to the need to live it, to be hands on with it, to make it your own: Live the Wonder.
New images, new sensations, acknowledging the ties with art, architecture and design, while highlighting Italy’s creative capabilities.

Mido 2021 advertising campaign

Today the Wonder is not just a symbolic representation. Creativity and beauty need new inspiration, a sensitivity that goes beyond the usual insights. Everything around triggers new emotions and sensations that lead to more sensitive behavior models in defense of the quintessential wonder: our planet, our mother earth.

Save the Wonder! becomes a specific message that MIDO wants to express and support, transforming its tag line into a message that reflects the importance of safeguarding the earth on which we live. Images that send signals, placing the Wonder consistently in first place, but that also underscore the importance of protecting the environment, a unique and fragile masterpiece. What will we have before us if we don’t take care of all this?

I think the answer can be found in this Oscar Wilde remark: “I am always astonished. It is the only thing that makes life worth living”. Paolo Licci”

For further information: www.mido.com