They’re the tops. Silhouette’s “Simplicity Through Perfect Design” creative campaign was honored by American Business Media during its 12th Annual Creative Excellence in Business Advertising (CEBA) Awards held last month at Lincoln Center in New York. The monthly series is an eight-page spread designed to illustrate the embodiment of the seemingly intangible concepts of lightness, timeless design, minimalism and purity behind Silhouette’s award-winning eyewear. Designed by creative agency Smith and Jones of Troy, N.Y., the campaign consists of a series of quietly dynamic layouts, the impact of which lies in the subtle interplay of iconic words and symbolic images.

“It is always a unique challenge to visually render the benefits and attributes of a three-dimensional product. This is especially true for eyewear which is so closely associated with the visual and tactile senses,” says Jaime Cocca-Pelton (above left), U.S. marketing manager for Silhouette. “We are delighted with the ‘Simplicity Through Perfect Design’ creative campaign because it so well captures the essence of Silhouette eyewear: timeless beauty and perfect design.”

Silhouette also recently took home another award thanks to Silhouette Stories: An Intimate Look at Life, in Silhouette. The book won the 2007 American Graphic Design Award sponsored by Graphic Design USA and Adobe Systems Incorporated. The award is the second for the publication which won the international design competition, the Gold Marcom Creative Award, from the Association of Marketing and Communication Professionals last year.

Silhouette Stories is the brain child of Arnold Schmied, former president of Silhouette U.S., who is now charged with leading Silhouette International’s product design and marketing. Inspired by periodic letters he received from Silhouette consumers, he developed a campaign to actively solicit these stories and to share them with fine optical retailers in the U.S. market. Launched with a national contest, point-of-sale materials and a web site,, the company soon had a treasure trove of more than 3,000 consumer stories.    
—Jackie Micucci