Ray-Ban is a brand that was lucky enough to “come back” as a fashion brand. With no clear branding and lack of creative advertisements, Ray-Ban runs into the risk of being irrelevant in consumer’s lives without a clear message of what the brand stands for. Instead of using celebrity endorsements, we want to make the brand personal to every user.

By looking at what a person wears, one can determine the person’s fashion style; by listening to a person’s favorite playlist, one can learn about the person’s personality. We combined music and fashion to make Ray-Ban a product that stands for personalization, to do this, we partnered with Spotify. Analyzing the each playlist’s algorithm, a unique pattern will be created as a limited edition Wayfarer for purchase. Everything from packaging to the printed playlist name, each pair of sunglasses is unique to each user for a truly personalized experience.

This limited edition sunglass will have customized packaging and design that is reflective of the sunglasses as well. With the visual representation that is analyzed from the user’s favorite music algorithm, a unique pattern is created. With the playlist name engraved on the side of each pair of sunglasses, Ray Ban will re-established it’s brand identity to a brand that creates wearables that is a true personal fashion statement.

A large portion of Ray-Ban advertisements now is still in print, especially in fashion magazines. To address these audiences, we made print ads that highlight the color of a possible playlist. With front and back contrasting in color, it will urge users to see what their playlist can look like.

Going beyond print, we want to also let people experience of these sunglasses. To do this, we created a digital billboard that will play music that is suitable for the location of the advertisement. With the pattern of the advertisement moving, people can see what visualized music look like and actually “see through” the billboard as a real experience.

To reach a younger audience and keep constant engagement with the audience, we will have a series of boomerangs made tailored to each pair of glasses. Additionally, we will launce a series of short videos of people wearing their own personalized sunglasses.

Spotify users are looking for on-demand and personalized features in their web streaming service. Placing ads on the Spotify platform will increase awareness and drive sales.

Art Director: Catherine Lin
Art Director: Lauren Thimmesch