Menicon Soleko: a trade campaign that invites you to cultivate kindness, every day

Every kind gesture is like a small but powerful seed. If cultivated by everyone every day, kindness can give birth to something extraordinary: authentic relationships, deep listening, shared well-being. It is from this simple but revolutionary principle that #Cultiviamo gentilezza was born, the trade campaign signed by Cherries for Menicon Soleko, to tell the values of respect and care of a company at the forefront of the production of lenses and vision solutions. With this campaign, we at Cherries have translated the philosophy of the brand, into experience, through concrete gestures of care: first and foremost, the creation of a new catalogue, designed for those who, every day, choose, tell and represent Menicon Soleko.

Dedicated to traders, a simple, elegant and intuitive catalogue that encapsulates the company's guiding principles in flower petals. Each page is designed to accompany the daily work with beauty and harmony, preserving the essence of a profound vision that combines innovation and care.

A delicately nuanced box welcomes the catalogue together with a second gift waiting to be discovered: a thought-provoker to hang, with eight gentle phrases, eight petals that inspire to practice and share kindness.

The promotion of the trade campaign #Cultiviamo gentilezza (Let's cultivate kindness) lasted a year through the company's newsletter and social channels, in-store materials and specialised magazines. To spread the new culture of kindness, we also thought of other small gifts with great symbolic value: eco-friendly gadgets such as shopping bags with kind messages and plantable pencils from which flowers bloom. Because cultivating kindness is a silent but powerful act that changes your outlook and, day after day, the world.