opti 2024 presents itself with faces from the industry – ME: WE ARE opti

We are opti - campaign image

opti 2024 marks the beginning of a new era: the campaign visuals for the optical meeting place from 12 to 14 January 2024 in Munich show the faces of committed individuals in the industry. They all stand for a strong market with strong people and for the new spirit of opti: together and personal. The new campaign with real people instead of models stands for dynamism in communication.

If so many positive things are happening in the run-up to opti, they simply have to show this to the outside world! This is why opti is venturing a new approach to communication with its extraordinary visitor campaign featuring real opti people. It reflects the joy and pride of working creatively together,” says Cathleen Kabashi, head of opti in Munich, explaining the new campaign which will be continued successively throughout the year, cross-medially and with other people. The most important thing for Kabashi is to use a selection of industry representatives to show just how diverse the optical industry is – and which strong personalities are behind opti.

The philosophy of the new opti visualization

“WE ARE opti” is more than just a slogan or a hashtag. It revolves around the philosophy of opti in Munich as a response to the global industry challenges of our time: the big picture has so much more impact than the individual one! As an important meeting place for the ophthalmic industry, opti acts like a reservoir of ideas, it lives with the passion of those involved, the shared experiences, and the clear acknowledgement by everyone: we meet in person to exchange ideas. It doesn’t matter whether this happens before, during, or after the trade show. We find solutions together – for an industry with a future.

The faces of the first campaign and their motivation

In keeping with the philosophy of the campaign, the mix already clearly shows opti’s spectrum: opticians, representatives of the trade press, association members, and influencers. The following opti participants were present at the people photo shoot in Munich in August 2023:

  • Aziza Arbabzadeh, Senior Manager Consumer Optics at SPECTARIS
  • Giovanni Graffweg, Master Optician & Owner of OPTIK BREIDERHOFF in Essen
  • Sabrina Oberlander – Master Optician & Owner of BRILLENWERKE in Offingen, ambassador of the crafts
  • Sertac Özenir, Master Optician & Owner of SEHWELT ELLER in Düsseldorf
  • Sarah Schleicher, Optician & Influencer
  • Dagmar Schwall, Object Manager eyebizz
  • Frank Sonnenberg, Sustainability Interest Group, CSR Manager & Journalist


After the launch, the new visuals can be seen cross-medially on the opti website www.opti.de/en/weareopti as well as in print and digital media throughout Europe. Stories about the people behind the new WE ARE opti campaign can be discovered on the trade show’s social media platforms.

Year-round communication – continuous installments to be continued

What comes next? The kick-off will be followed by a second casting event for the next part of the campaign at opti in January 2024. This vibrancy and the surprise effect ensure more attention and a lasting increase in the community spirit within opti.

For more information and to join The Optical Journal in Munich this coming January 12-14, visit opti.de today.

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