LEGENDARY
CREATIVE BRIEF
Nicole McKinnon
Ray Ban’s target audience is middle and upper class male and females between the ages of 18
and 35 . People that wear Ray Bans are confident young, successful or on the rise to success. They are people with a sense of style. They have an appreciation for music. You might catch them listening to Bob Dylan, Blondie, Michael Jackson, The Doors, or maybe more new bands such as Twenty one Pilots. They also watch movies such as Risky Business, The Breakfast Club, and Breakfast at Tiffany’s. They enjoy the fast paced and exciting life of the city but also can cherish a relaxing night around a fire on the beach with friends. Ray Ban competitors are companies such as Oakley and Gucci. Oakley is more of an athletic brand so they use a lot of athletes in their ads in order to reach their target audience. Gucci is a higher end brand and uses top models in their ads to attract a wealthier and more glamorous crowd. Ray Ban is not trying to conform to these competitors but instead stand out by reaching out to a certain type of young people that appreciation rock and roll concerts but also a nice suite and skinny tie. The audience loves Ray Ban because their sunglasses are classic. They have been around so long and so many celebrities in history have sported a pair of Ray-Bans. They have a sort of rockstar/movie star feel about them. The objective of these ads are to spread awareness to the timelessness of Ray Ban and reach out to the young stylish crowd and broaden the horizon and reach out to the older generation as well, people who were around to see young Bob Dylan in concert. Compared to other sunglasses, Ray Bans: •have an extremely long history of success •have a wide variety of styles that could suite everyone •reach out to such a unique crowd of young people and even more unique crowd of older generations. The main message of the campaign is that when you wear Ray Bans you feel like a celebrity. The message tone is urban, edgy, confident, casual yet successful
rayban.com 1-800-4RAYBAN
MAKING YOU LEGENDARY
WE DID IT FOR THE STARS, NOW IT’S YOUR TURN.
CLUBMASTER
MAKING YOU LEGENDARY
WE DID IT FOR THE STARS, NOW IT’S YOUR TURN.
WAYFARER
MAKING YOU LEGENDARY
WE DID IT FOR THE STARS, NOW IT’S YOUR TURN.
JACKIE OHH
Forgot your sunglasses today? Don’t worry Ran Ban has stuck vinyl stickers of your favorite glasses on the windows of local trains, buses, subways, and some store windows around the city. See what its like to look at the world through Ray Ban lenses. Have your friends tell you how you look in them by having them stand on the other side of the window.
WHICH ONE MAKES YOU LEGENDARY? CHOOSE A STYLE
CLUBMASTER
AVIATOR
JACKIE OHH
WAYFARER
SNAP A PIC TO SEE WHAT YOU LIKE.
AVIATORS
TRY ON DIFFERENT COLORS
DESIGN REASONING Ray-Ban / / / Making You Legendary
This ad campaign was designed to touch on the aspect of Ray Ban that made it so successful in early years, the celebrities that wore them. The three ads send out the message that when you wear Ray Bans you can feel like one of those celebrities yourself. You can be part of that group of legendary people that helped make Ray Ban so famous. The three 8.5 x 11 ads demonstrate three different young people wearing three different styles of Ray Bans and feeling infinite as they do so. You don't have to be Bob Dylan or Audrey Hepburn to wear Ray Ban sunglasses, you can be you and be just as fabulous. The application designed for smart phones is a form of online shopping for Ray Bans. It makes picking out the most flattering style of glasses convenient and fun. The user simply chooses a style they want to try on and takes a picture of themselves on the app. The user can them see what they look like wearing this style and then select multiple different colors to try on if they wish. Tis will help promote online shopping for Ray Bans. The public installation of Ray Ban sunglasses stickers on train, bus, and store windows around the city is a way for the public to see what its like to see the world through Ray Ban lenses. It is also a fun way to “try them on” or goof around with your friends when one person stand behind the sticker on one side of the winder while the other takes a picture or laughs on the other. The bus stop poster ad is an easy way to spread Ray Ban’s message around town and communicate to the public that you don't have to be famous to buy ray bans, you can be an average Jo and buy a pair of Ray Ban and feel and look Legendary when you wear them.