Reinventing Ray-Ban Together • Taking a Timeless Brand into New Creative Directions

A brand of stature deserves to show up as one—that’s why Ray-Ban continues to choose us as its partner in exploring new creative directions and delivering truly great advertising campaigns. This is the story of how we helped the timeless American sunglasses and eyeglasses brand embrace a new aura of cheeky attitude and coolness, while staying true to its incredible history.

To promote Ray-Ban’s new-era vibe, we created a global content strategy around the concept of “You Are On,” which is all about living loudly, fearlessly, and with powerful self-confidence. How to activate this mode? That’s right, by wearing a pair of Ray-Ban glasses. Each campaign stars stunning hero content and is spotlighted across social media, 3D, OOH, TikTok challenges and videogames.

Ray-Ban wanted to raise brand awareness among younger audiences, and so we turned to TikTok. Besides delivering interactive posts and social media challenges, we partnered with 11 famous Italian TikTok influencers to create a fun and flirty dance challenge, inviting viewers to get their moves on—and mere moments after lift-off, our “elevator dance” became a global phenomenon. The campaign no doubt earned many second glances, as it reached a total of 12 billion views around the world and sparked users to create 3.2m+ videos. Think you can resist the beat? Give it a try!

Not afraid to reinvent how it creatively expresses itself, Ray-Ban decided to step into the world of NFTs—and we made sure the journey was as smooth as can be. Emphasizing its status as a true pioneer of aesthetic innovations and trends, the brand launched its first-ever pair of NFT sunglasses. Created in collaboration with German artist Oliver Latta—who drew inspiration from the timeless silhouette of Ray-Ban’s iconic Aviator—this exclusive digital piece of art provides an unparalleled brand experience, as it lets fans explore new ways of expressing their uniqueness. Our task: to provide end-to-end support throughout the campaign, from the first idea to strategy, legal and out-of-home components in New York’s Times Square.

You can’t establish a strong global presence without driving local impact. So, we tapped into our talent pool around the world to help Ray-Ban deliver targeted campaigns. Whether it concerns a campaign to celebrate the Chinese New Year or a campaign to honor Mexico’s Día de Muertos, our on-site teams have the culture expertise and concrete skills to support Ray-Ban with end-to-end services in any market.