| Title | REWIND X RAY-BAN |
| Brand | RAY-BAN |
| Product/Service | MOBILE APPLICATION |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
Entrant Company
|
GENTS AGENCY Gent, BELGIUM
|
|
Advertising Agency
|
GENTS AGENCY Gent, BELGIUM
|
Credits
| Tim Helsen |
Gents Agency |
Creative Director |
| Martijn Leenaers |
Gents Agency |
Graphic Designer |
| Thomas Heylen |
Gents Agency |
Interactive Designer |
| Leen Van Der Mijnsbrugge |
Gents Agency |
Account Director |
Creative Execution
Ray-Ban fans had to get their mitts on one of the eight mix-tapes to unlock the curated music from Ray-Ban’s exclusive selection. The campaign started at South by Southwest in Austin and was used as activation tool on the bigger international music festivals. It was pushed on the festivals, on social media and through a series of more exclusive co-operations, such as a cover sleeve for Italy’s most important nightlife guide, a special Vanity Fair insert and many more. The summer campaign will be repeated next spring with new music.
More than 200.000 mixtapes were scanned, listened to and shared by ten thousands of people. Over 30.000 people downloaded the app.
BRIEF: The new Ray-Ban collection is fabricated with 8 iconic materials: velvet, denim, leather, titanium, aluminium, flash lenses, camouflage and steel. How to share texture and touch in a digital savvy way?
INSIGHT: The materials represent an attitude and music expresses your attitude. In music: the mix-tape is iconic. The rewind app x Ray-Ban makes attitudes touchable, hearable & shareable.
IDEA: 8 mix-tape designs were printed in bespoke paper. Each paper mix-tape feels like the authentic material of one of the new Ray-Ban glasses. These surfaces becomes sounds. The Rewind x Ray-Ban app unlocks the music in the paper mix-tapes. We curated 8 exclusive playlists, each representing an attitude from ‘smooth as velvet to rugged as denim’. Music on the tapes were by famous indie bands such as Chromeo, Dum Dum Girls,…