Menicon Soleko: a trade campaign encouraging people to practise kindness, every day

Every act of kindness is like a small but powerful seed. If nurtured by everyone every day, kindness can give rise to something extraordinary: genuine relationships, deep listening, and shared well-being. It is from this simple yet revolutionary principle that #Coltiviamo gentilezza (Let’s Cultivate Kindness) was born – the trade campaign created by Cherries for Menicon Soleko, designed to convey the values of respect and care embodied by a pioneering company in the production of lenses and vision solutions. With this campaign, we at Cherries have translated the brand’s philosophy into an experience through concrete acts of care: first and foremost, the creation of a new catalogue, designed for those who, every day, choose, promote and represent Menicon Soleko.

Designed for traders, this simple, elegant and intuitive catalogue encapsulates the company’s guiding principles within the petals of flowers. Each page is designed to accompany daily work with beauty and harmony, preserving the essence of a profound vision that combines innovation and care.

A box in a delicate shade houses the catalogue alongside a second gift waiting to be discovered: a wind chime to hang up, featuring eight kind phrases – eight petals that inspire us to practise and share kindness.

The #Coltiviamo gentilezza trade campaign ran for a year via the company’s newsletters and social media channels, as well as on in-store materials and in specialist magazines. To spread this new culture of kindness, we also came up with other small gifts of great symbolic value: eco-friendly items such as shopping bags featuring kind messages and plantable pencils from which flowers bloom. Because cultivating kindness is a quiet yet powerful act that changes our perspective and, day by day, the world.