Client: Ray-Ban New Materials Collection
Challenge: Promote Ray-Ban New Materials Collection
Strategy: “Traditional materials reinvented for the next generation of legends”
Challenge: Promote Ray-Ban New Materials Collection
Strategy: “Traditional materials reinvented for the next generation of legends”
For Ray-Ban, the way to revamp their classic models is to use unconventional materials to experiment with innovative technology. Denim, leather and tanium are timeless fashions, and a classic never goes out of style. To promote the launch of the new materials collection, we source from the past to reinvent dapper and challenge consumers to reinvent themselves as the next generation of legends.
On Conceptualizing the Print Series: The idea was to source from the past to reinvent dapper. To illustrate this, I took past cultural icons whose rebellious and heroic traits embody Ray-Ban's unconventional spirit and visually connected them to stylish, modern counterparts. For each print ad I selected a historical icon to symbolize a new material within the collection.
Material Symbolism:
Denim ---> James Dean ---> Symbolizes rebellion, individuality & creative independence
Leather ----> Marlon Brando "The Wild One" ---> Symbolizes unconventional free spirit & authenticity
Titanium --> Legendary Aviators ---> Symbolizes heroism, strength & courage
Execution:
Print Ad: Denim Wayfarer
Print Ad: Leather Wayfarer
Print Ad: Titanium Aviator
Radio: 60 Second Spot
Radio: 30 Second Spot
Radio: 60 Second Spot
Radio: 30 Second Spot
COPY READS:
Headline: DENIM RETHREADED
Headline: DENIM RETHREADED
Subhead: There’s a fine line between copied from and inspired by. Don’t be afraid to let history reinvent itself.
Body: Traditional Materials Reinvented for the Next Generation of Legends.
The brand new Denim Wayfarer exudes denim’s casual yet rebellious vibe. Universal style. Rock-n-roll spirit. A timeless classic. Hand-crafted from 100% genuine denim, this new design is created using a high-tech layering process that gives each pair a completely authentic and unique look. Available in 6 colors, these unisex Wayfarers are the ultimate must-have denim accessory.
Tagline: Reinvent Yourself.
COPY READS:
Headline: LEATHER RESTITCHED
Headline: LEATHER RESTITCHED
Subhead: There’s a fine line between copied from and inspired by. Don’t be afraid to let history reinvent itself.
Body: Traditional Materials Reinvented for the Next Generation of Legends.
Leather meets Wayfarer. For the first time ever, rock-and-roll’s favorite accessory teams up with its second favorite accessory. The Wayfarer Leather is a rugged new edition of the iconic Ray-Ban Wayfarer. Available in black or brown frames and Polarized Sunglasses lenses including polar neophan green and polar neophan brown. It’s okay, we won’t tell leather who your favorite really is.
Tagline: Reinvent Yourself.
COPY READS:
Headline: TITANIUM REINFORCED
Headline: TITANIUM REINFORCED
Subhead: There’s a fine line between copied from and inspired by. Don’t be afraid to let history reinvent itself.
Body: Traditional Materials Reinvented for the Next Generation of Legends.
The all new Aviator Titanium is the strongest addition to the Aviator family. Made with titanium metal, the new With the highest strength-to-density ratio of any metal, the Aviator Titanium sunglasses offer ultimate strength for the lightest possible weight.
Tagline: Reinvent Yourself.
60 Second Radio Execution
30 Second Radio Execution
