Carl Zeiss Sports Optics
For over 165 years, Carl Zeiss has built a reputation for manufacturing the highest-quality optical instruments on the planet. By pouring state-of-the-art German engineering, cutting-edge innovation and the most advanced technology available into every product they make, nobody makes precision optics like Carl Zeiss. And since this brand is made for only the most serious hunters and sportsmen, the advertising and communication had to speak directly to this hardcore audience in an authentic voice. Pocket Hercules was the lead global agency in the development and crafting of this voice.
In hunting, the difference between 460 yards and 461 yards might as well be a mile, so Pocket Hercules sought to demonstrate that ZEISS RF Binoculars are the most accurate rangefinders on the market. Using the click of the mouse to simulate how easy and intuitive the binoculars are to use in the field, users can scan a distant shoreline, measure distance to targets and calculate holdover value.
Instead of making ads that blend into magazines like camo in thick wooded cover, Pocket Hercules created a print and poster campaign that stood out in books and at trade shows with its clean, techy look, generous use of white space and headlines and images that spoke to the core of serious hunters.
