Ray-Ban
Index
2022
Pitch
Ray-Ban Stories
Ray-Ban Stories are smart glasses from Meta and Ray-Ban that take photos and videos, play music and take calls. For this pitch, we were tasked to envision an ownable creative platform that drives awareness, consideration and conversion during spring and summer, peak sunglasses season, and to develop a full-funnel campaign that would unlock growth for Ray-Ban Stories.
The Challenge
After some upfront research, our team uncovered challenges at every stage of the funnel.
Awareness
The audience is unfamiliar with the product. Only 50% know about Ray-Ban Stories.
Consideration
They have a limited understanding of the benefits of Ray-Ban Stories, its use cases, or even how it works.
Conversion
They are making a relatively expensive fashion and tech purchase, in person or online.
Advocacy
Wearing smart glasses hasn’t yet been “normalized” in public or on social media.
Creative Territory
Everywhere we go, we carry something that gets between us and the world: our phones. Ray-Ban Stories moves us from observers to participants, unlocking a greater feeling of presence. Now our phones can stay in our pockets, so we stay in the moment.
Concept
In exchange for the opportunity to capture the world around us with ease, we’ve created a barrier between ourselves and life’s moments. To truly appreciate life, you have to let go of the desire to direct it and just let the moment happen, as beautiful, hilarious and serendipitous as it’s meant to be.
Let Life Happen
Ray-Ban Stories is what happens when you let life unfold before you. Spontaneous moments versus the perfect pose. Seeing and hearing the fullness of the world around you. It’s when you step back from doing it for the “likes” to living and capturing life as it’s meant to be.
Keeping your eyes and ears on the world around you, so you’re always present in it. With the launch of Ray-Ban Stories, we want to show people around the world what happens when you let life happen, hands free and fully present in the moment.
Design System
Considering the multi-faceted nature of Ray-Ban Stories, and the potential cultural and lifestyle impact the device may have, we developed a bold yet cohesive visual language that highlights different attributes of the product, ranging from didactic to expressive brand experiences.
Stories
The visual expression of our customer stories is minimal and flexible, allowing for a variety of layouts that range from individual to collective stories.
Product and Motion
Hero shots of the device meet bespoke graphic patterns that represent its attributes, from sound to images and video. Kinetic type and animated patterns express energy, movement and sound.
Campaign
The awareness campaign demonstrates the Ray-Ban Stories product proposition through relevant use cases, drawing from seasonal audience passions (music, fashion, lifestyle and culture) to give them context and build desire.
Agency: R/GA
Client: Meta / Ray-Ban
Year: 2022
Project: Creative Platform (Pitch)
Group Creative Director, Visual Design: Andre Felipe Ribeiro
SVP, Head of Creative: Shannon Washington
Group Executive Creative Director: Andrezza Valentin
Executive Creative Director: James Dick
Group Creative Director, Experience: Nikhil Mitter
Creative Directors: Brian Caruso, Marthon Pucci, JJ Lim
Strategy Directors: Lucien Etori, Martin Vogts
Data and Marketing Sciences: Kristin O’Halloran
Connections Director: Daniel Morosi
Production Director: Katie O’Neill
Senior Producer: Ezra Salsky
Managing Director: Ben Hall