Ray-Ban invited 9 critics and bullies to see things from their victims’ perspective with the hope of achieving reconciliation. To do so, Ray-Ban went looking for real people and stories about regret with the hope of inciting the courage to forgive. Belgium-based interactive boutique agency Gents reunited two brothers, old schoolmates and a former couple and documented the emotional journey in a series of micro-documentaries.
The musical catalyst of the campaign is Elton John’s iconic song “Sorry seems to be the hardest word”. Ray-Ban invited each critic into the recording studio and asked them if they had the courage to face the microphone, using the widely-known lyrics of Elton John’s song for their own redemption.
The result can be experienced online at ray-ban.com, an interactive experience where the sound of sorry comes to life.
The globally-launched digital campaign will go live across social channels and encourage Ray-Ban fans to undertake their own personal acts of courage.
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Talent Acquisition: Elna Baker
Director: Jon Kaufman
DOP: El Sawyer
Executive Producer: Mitchel Elsen
Producer: Kerry Taylor
Production Company: Photoplay
Audio Post Production: Audiotheque
Song: Sorry seems to be the hardest word
Editor: Thomas Heylen
Creative Agency: Gents
Creatives: Tim Helsen, Sander Vanermen, Ramin Afshar
Designer: Martijn Leenaers
Developer: Diederik Van Hoorebeke, Ibe Vanmeenen
Digital Designer: Simon Pertz, Pieter De Baets
Producer: Aygül Sonkaya
Categories: Accessories, Clothing and Fashionlbbonline.com, Thu, 04 Aug 2016 12:39:04 GMT