British Summertime Festival

Brand Challenge

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?

Strategic Thinking

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:

Gwyneth Paltrow, Stevie Wonder, Patti Smith, Sophie Turner, Eddie Campbell, Alice Dellal, Mary Charteris, Jack Guinness, Ella Eyre, Jamie Campbell Bower, Matilda Lowther, Niall Horan, Jamie Woon, Olly Murs, Clara Paget.

Photography by Joe Quigg

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