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Publicis Groupe wins Chilean miners sunglasses brand Oakley

And a few more besides as the French-owned agency group has won Italian sunglasses giant Luxottica whose brands include Oakley, Ray-Ban and Persol as well as retailers LensCrafters and OPSM.

A genius somewhere in the Luxottica empire decided to send 35 pairs (two spares) of $450 Oakleys to the 33 rescued Chilean miners to help them cope with the light as they were winched up from the mine in northern Chile where they had been entombed since August 5. With most of the world’s media snapping away it was a considerable coup for Oakley. And also a nice thing to do, of course.

So whichever Publicis agencies work on the $400m global account (all the bits haven’t been allocated yet) it’s pretty easy to see who’ll feature in the first campaign.

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