The ADVERGAME by POLICE: PLAYING ONLINE WITH "BE YOUNIQUE" INNOVATION

Police is ready once again to surprise you with the launching of its new advergame, an exclusive form of entertainment for its own fans, available on its Website.

As from Wednesday 21 July, the Be Younique Area will include the first game online by Police: you will have the chance to enjoy yourself and have fun, being carried away by a ‘noir' cartoon. John is the leading character of a complex spy story set in Los Angeles, the ideal metropolis to convey the plucky and street style of the brand; his ordinary routine will be turned upside down by mysterious events and characters. It will be up to the game's virtual contestants to face the difficult task of helping him save the world, through interactive challenges that will guide our hero to the final solution.

Anagrams, puzzles, labyrinths and shot games will have to be tackled to resolve the enigma. The cartoon will illustrate the story, step by step, with animated and interactive situations, which will be made all the more dynamic by the possibility of taking a break from the story and having access to the many areas of the Police universe, thus getting familiar with all the collections of this lifestyle brand before going on with the adventure.

At the end of the game, a chart with the contestant's results will appear, showing the time taken by the contestant to reach the end of the story, thus allowing him to share the different results with other visitors on Facebook.

Once again, Police communicates with its target in a decisively modern and up to date fashion.

A YOUNIQUE REVIVAL LIFESTYLE

Cool, and with a distinctly designer feel, the 2010 Police prescription collection introduces an innovative heritage-inspired look, combining a plucky salute to military trends with a touch of the 1980s and a decidedly vintage flavour. The collection contains a line of veritable fashion statements, created using top-quality, cutting-edge materials that are unusually light, high-performing and absolutely Younique. As in the 2009 line of sunglasses, the 2010 prescription collection captures the pluck and style of a heritage brand, and in particular of the unforgettable eighties, reinterpreted in a modern key. This retro collection focuses on blue, tortoise shell, cream and red, while maintaining the identifying features of the Police lifestyle. The gothic "P" is revisited in an original manner, "suspended" in a sort of transparent window opening onto acetate temples and decorated with metal side trims. Featured in the collection are the classic Police logo, the gothic "P" and the "winged P", the latter enamelled and inserted in a metal shield. The temples, and frames generally, come in unusual and elaborate designs. In some, the temples are marked by a slender, enamelled bas-relief echoing the colour of the logo. In others, steel frames are covered by a thin layer of dyed leather, for a vintage yet modern look. Or again, in some, coloured acetate temples are interrupted by refined transparent inserts, while in others they are highlighted by slender continuous lines matching the metal trim. In the 2010 prescription collection, Police "BE YOUNIQUE" once again sends out a strong, unique message, typical of a metropolitan, fashion-forward brand, promoted by a high-impact global campaign. Its protagonists, from the most unusual walks of life, become genuine trend-setters thanks to the Police Lifestyle, consisting of eyewear, watches, jewellery, clothing, leatherwear and even perfumes.

Mod. V1646 col. T91
This vintage-flavoured acetate model features an unusually shaped front piece with a high bridge echoing the colour of the temples, whose refined hues and striking horn/mother-of-pearl effect render the frame unique and ultra-modern, in line with the latest fashion trends.

Mod. V1649 col. P79B
This unusual acetate frame is interrupted - in typical Police style - by a decorative "window" in transparent acetate, in which are "suspended", on both sides, two delicate, metal "gothic Ps", enhancing the frame generally and making for a truly striking overall effect. Available in matt black, carmine red, cobalt blue and cream.

Mod. V8462 col. 627R
Steel, rounded model of a distinctly vintage yet modern flavour. The upper section of the frame is covered by a thin layer of dyed leather, for an extremely light and refined effect. Available in sophisticated colours such as antique brown, black and tortoise shell, and in livelier hues such as red and blue.

Mod. V8463 col. V95
This model features a metal front piece, and acetate temples interrupted by a decorative "window" in transparent acetate, in which are "suspended", on both sides, two delicate, metal "gothic Ps". In some versions, the front piece and temples are tone-on-tone, in cream, black, burgundy or cobalt blue, while in others these elements come in delicately contrasting hues.

POLICE, a young brand with a unique personality, simply had to be a part of the coolest social networking website, FACEBOOK, with a special fan page - the Police Be Younique Official Page - created in line with the "Be Younique" communication campaign. Conceived as a source of information, the page opens a direct channel of communication between the lifestyle brand and its many supporters, through links to the website www.police.it.

The page contains a corporate section, with product news and the brand's history, and another, more creative section, where visitors can browse through the photographic albums of advertising campaigns and store openings, such as the recent opening in Ljubljana, as well as an amusing area in which fans can upload photographs in which they wear Police products.
The page also contains an interactive element, with backstage and product videos, and a gift guide, with original ideas for special celebrations such as Christmas, Valentine's Day, degrees and diplomas.
Finally, trend-setters will enjoy the section detailing the brand's various product categories and containing direct links to the product section of the Police website, where they can look up the collections of greatest interest and find their nearest store.

The 2010 Police sunglasses collection  perfectly captures the spirit and style of the 1980s. The new collection is a flashback to the brand's birth, to a historical moment in time for international rock music, when bands such as the Red Hot Chilli Peppers were formed or Pink Floyd's Final Cut was released. It was also a time when Blondie's and Queen's biggest hits were released, not to speak of the launch of the first TV channel entirely dedicated to music. Strong colours such as blue, black, brown and white make up the palette of this collection that, other than a vintage spirit, features all the typical details of the Police lifestyle, introducing the symbol of freedom and independence - qualities that are embodied in the brand itself - in the shape of an eagle that appears as a emblem right next to the gothic, iconic P. In line with the rock, fashion and vintage trends of the 1980s, plastic plays a key role in the collection. Clean styles with a simpler shape reinterpret the past with a modern and fashionable touch. The innovative qualities of NXT, a super-technological material that is introduced by Police to its consumers, brings a new dimension for the two fashionable, vintage or more sporty styles. Square or drop-shaped, roundish or small, straight or aviator lenses, both for men and women, are completed by metal temples that are made lighter, sometimes enamelled, or subject to different treatments. The Police collection is designed for men and women who appreciate the values of the brand and identify with its personality as well as cutting edge fashion, individuals who want to stand out from the crowd and be "Younique".

Mod. S8400 - Col.0316
The classic aviator shape is enamelled on the upper bridge, matching the bas-relief colour of the temples. The 1980s-style temples feature a striped, wing-shaped detail sloping downwards, with the gothic "P" in contrasting colours. The lenses are graduated and the frames are available in the following colours: metal gun and blue, silver, grey, black. The bordeaux red and gold combination elegantly underlines the vintage style of this model.

Mod. S1627 - Col.Z09
A super trendy, wide and drop-shaped plastic model. On the front piece: a double bridge enriched with a metal insert that is found also in the temples and in the logo, in the gothic "P" shape. The lenses are shaded and are available in the following colours: brown, black, grey and with a special attention to blue.

Mod. S8404 - Col.0E70
A sophisticated metal model of the Rock Fashion line, with a top bar. Square shapes and graduated lenses. A special colour combination between the temples and the upper part of the frame. Flexible, thin and stylish temples with the winged, gothic "P". Available in the following colours: grey, metal gun, lead, gold and blue.

Mod. S8412 - Col.08CJ
A modern, wide, wrap-around metal mask for a more sporty look, and a very special profile with an extremely thin bas-relief in contrasting colours. The gothic "P", inserted within a winged logo, is in matching colours. Available in Police classic colours and in black with white details, for a strong and identifying look.

POLICE has announced the winner of the "ARE YOUNIQUE? TEST YOURSELF" competition, ended officially on Thursday 17 September.

The winner is Andrea Garbolino, a young man from Settimo Torinese, with a plucky metropolitan style and a personality that falls singularly in line with the Police lifestyle.

Andrea is to be the new face of the Be YOUnique 2010 Police campaign, and is to take part in the next photo shoot to be held in October, which shall also be used for Police's international 2010 campaign.

It will shortly be possible to consult areas of the Police website www.police-beyounique.com concerning Andrea's success, as well as further information on the competition and on upcoming Police events.

Come and join the Police Community. POLICE -  BE YOUNIQUE.