Ray-Ban

The Problem

Ray-Ban’s street cred isn’t what it used to be. The brand needs to rediscover its edge for a new generation of consumers.

The Brief

Get back to the top of youth culture’s radar by reclaiming and re-expressing the cultural significance of shades.

The Creative Solution

By allowing us to see and not be seen, shades help us express a version of ourselves that is just a little more confident, fearless and on it. This made the creative solution a matter of celebrating the art of showing up in life like you mean it - with cool self belief and swagger.