Ben Bass

How to you get a young, sophisticated, global audience excited about a new set of technology-enabled glasses, when – let’s face it– no one is waiting for the next part of smart glasses? You take this particular piece of tech outside of the tech category entirely.

What our target audience wanted wasn’t another gadget, or another wearable. They wanted a way to close an all-too-familiar tension between, on the one hand, the desire to capture, connect, and share, and on the other, the growing awareness that putting a screen between yourself and the moment lessens the intensity with which you can live it.

Enter Ray-Ban Stories. Leveraging Ray-Ban’s reputation for timeless style, we reframed Stories as a lifestyle product which helps you live, capture, share, and listen every moment to the fullest. And we brought it to life through a broad reaching campaign where not just message but media met the moment: from capturing the passions and adventures of influencers, to innovating on Meta’s social platforms, to creating a music video shot with Ray-Ban Stories and collaboratively rolled out by creators on Instagram Stories with international superstar Burna Boy.