| Title | RAY-BAN #REFLECTIONS |
| Brand | RAY-BAN LUXOTTICA |
| Product/Service | PHOTO APPLICATION |
| Category |
A04. Data/Insight for Mobile |
|
Entrant Company
|
GENTS AGENCY Gent, BELGIUM
|
|
Advertising Agency
|
GENTS AGENCY Gent, BELGIUM
|
Credits
| Tim Helsen |
Gents Agency |
Creative Director |
| Sander Vanermen |
Gents Agency |
Creative |
| Simon Pertz |
Gents Agency |
Digital Design |
| Thomas Heylen |
Gents Agency |
Digital Design |
| Diederik Van Hoorebeke |
Gents Agency |
Development |
| Leen Van Der Mijnsbrugge |
Gents Agency |
Account Director |
| Magali Deckers |
Gents Agency |
Account Coordinator |
| Nathan Gray |
Luxottica Group |
Manager Of Digital Consumer Innovation Strategy |
| Erika Ferszt |
Luxottica Group |
Global Advertising/Media/Digital Director |
Creative Execution
Ray-Ban x Reflections was activated on social media channels and allows users to share their photos to Instagram, Facebook, Twitter and the #Reflections community. They can even get featured on the website/in the app by using thematic hashtags. A section of Ray-Ban’s website is updated daily with the most stunning #Reflections, allowing inspirational browsing.
The crowdsourced content was used on several digital platforms and also in the Ray-Ban flagship store, transforming it into a Reflections exhibition. The countless user generated Reflections inspired throughout different media such as posters and flyers, ads and other print outings.
Launched at the end of January 2015, the #Reflections app has been downloaded well over 50,000 times. And tens of thousands of #Reflections have already been created. The concept was shared on social media and featured on various websites and blogs throughout the world wide web like Contagious, Marketing Land, Adformatie and others. And, the app was rewarded with a Mobile of the Day by The FWA.
How can we create a digital concept that lets Ray-Ban engage with the online community? By letting the brand intertwine with the world of filters, selfies and panorama shots. Drawing on the popularity of fans taking photos with reflections in their Ray-Ban sunglasses, an integrated campaign was created where the #Reflections app is the catalyst. The app lets every selfie leverage the users’ creativity by letting them blend 2 pictures into one reflection.
Just tap and hold and the app will automatically switch from front to back camera and then blend your images. Then use filters modeled after the Ray-Ban glasses to enhance your reflections. The app lets you shoot, edit and share unique double exposure pictures and fits the lifestyle of Ray-Ban fans perfectly: giving them the possibility to create their own stunning artwork on a device they know best.