How can we reinforce Ray-Ban’s affiliation with the music industry and introduce a new wave of influencer in a manner that doesn’t undermine the brand’s credibility?
Music Festivals lend themselves to consumer facing activity but the market has become cluttered and cut-through a challenge. With that in mind we chose to activate at British Summer Time – a fledgling London festival that had the benefit of a relatively unsaturated sponsorship market as well as a high profile performance bill.
Rather than activate direct to consumer, we chose to build on the industry affiliation and set up a Ray-Ban experience backstage and offer all performers and VIP guests a pair of current collection frames in exchange for a picture. These pictures were then seeded out to press by the in-house team. Ray-Ban is the only brand to have ever been granted activation access backstage at British Summer Time.
Talent secured, including but not limited to:
Jamie Campbell Bower,
Photography by Joe Quigg