Ray-Ban x Meta

Objectives

In a world in which we increasingly find ourselves looking down at screens, we can miss out on the life that is happening all around us. Ray-Ban Stories, born from the collaboration of Ray-Ban and Facebook, change that. They combine Ray-Ban’s iconic eyewear with Facebook’s world leading technology to create smart glasses with dual HD cameras for video and photo capture, built-in speakers for calls and music, and a voice assistant for hands-free control. As we launch a revolutionary new product, how should we communicate around its features and their user-friendliness?

Strategy & Execution

With the tech so seamlessly integrated into Ray-Ban’s frames, the campaign created a design language that could elegantly highlight each of the features of the smartglasses. This language runs throughout the campaign that rolled out in the USA, Canada, UK, Ireland, Italy and Australia, to include TVC, OOH, print, online films and an illusory 3D digital billboard in Times Square.

Results

The launch was acclaimed in many media outlets all around the world, and the website was received an accolade from the prestigious Awwards.