Ray-Ban Never Hide Your Vision

RAY-BAN “ENVISION” CAMPAIGN - ART DIRECTION

Based on “Envision” we need to create an activating campaign that escalates Ray-Ban.s brand awareness. We can strengthen brand awareness by making our “Envision” proposition louder.

The Art direction for Ray-Ban Envision Campaign in 2013. People have their true self hidden within them. They are too timid or don't want to 'rock the boat' by speaking out or truly expressing themselves. Because of this, activating 'Never Hide Your Creative Vision' will be very relatable and empowering. Envision is empowering the purposely creative people to never hide their creative vision or dream. Based on 'Envision', the agency was briefed to create an activating campaign which escalates Ray-Ban's brand awareness and the goal is to strengthen the branding value by making the 'Envision' proposition louder.

NEVER HIDE - INSIGHT

Find the “Envision” hunter in main cities of China monthly and make them heroes in a minisite. this data of hunters can be sorted as calendar. Users visit the site where they are invited to submit or browse visions in words. The mechanism will be able to pick a few of the most inspiring creative ideas and promote them. The end goal of the campaign is to make these visions widely visible and have the public contribute towards realizing these visions. The campaign will boost unique and relatable contents to make sure it resonates with a local audience. The flexible calendar are a few examples of creative visions that could be engaging for the customers.

Throughout the interactive 'VISION HUNT' calendar, users could see the branded video contents, KOL involvements online. Collaborating with celebrities, The site will also bring it on ground through social networks asking for contributions from every day people, as well as companies and organizations. By promoting inspiring visions, The brand can rise awareness and get the public involved and help some of the visions become reality. The goal of this campaign is to make these visions widespread.

"ENVISION"

Never Hide Your Vision Campaign Microsite

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The Art direction for Ray-Ban Envision Campaign in 2013. People have their true self hidden within them. They are too timid or don't want to 'rock the boat' by speaking out or truly expressing themselves. Because of this, activating 'Never Hide Your Creative Vision' will be very relatable and empowering. Envision is empowering the purposely creative people to never hide their creative vision or dream. Based on 'Envision', the agency was briefed to create an activating campaign which escalates Ray-Ban's brand awareness and the goal is to strengthen the branding value by making the 'Envision' proposition louder.

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CREDITS

Agency_ Leagas Delaney Shanghai

Executive Creative Director_ Kevin Lee
Creative team_ Kevin Lee / Adams Fan / Ryan Falch / Du Haihang / Zhang Lei
Art Direction / Graphic Design_ Du Haihang

Copywriting_ Ryan Falch

Project Management_ Edward Dai / Lydia Liu