RAY BAN
OPPOSITES ATTRACT, ‘WEIRD LIKE US’
Agency: Kettle | Role: Art Direction
We were asked to create a Valentine’s Day campaign to encourage consumers to purchase sunglasses for themselves and their significant others. Authentic representations of relationships spoke directly to Ray Ban’s social media community where the weird, unique or unusual is celebrated. The brand had previous success with campaigns that speak to an audience that sees themselves as cutting edge, counter-culture, and outside the norm.
“Connecting with someone whose weirdness matches up with yours is worth celebrating. We’re shouting out couples who color outside the lines, do their own thing, and stand proud of a love that is truly their own.”
CUSTOM EMOJI PRE CAMPAIGN,
‘REMIX YOUR LOVE’
We invited couples to tag themselves in our posts by creating fun and engaging questions/quotes that speak to the weirdness of love. We also shared info on how Ray Ban’s Remix @Collection allows consumers to engrave emojis on their glasses, and drive them to buy in time for Valentine’s Day.
We’re engraving your love notes on a pair of Ray-Ban shades this Valentine’s Day (emojis, too!) #remixyourlove
Our relationship is like a _________ emoji. Tag your lover and your emoji in the comments below, and celebrate love your way! #remixyourlove
‘WEIRD LIKE US’ PRODUCT STILL LIFE
Still life posts showed a tableaux of objects that bing ‘weird’ couples together - the things they both love that are unique to their relationship. Each set of illustrations featured pairs of the Gatsby glasses, tying all of our relationships, regardless of what sets them apart, to Ray-Ban.
Shout out to all the couples that jam together // Celebrate Valentine’s Day two ways with matching Gatsby shades #oppositesattract
Weekends are twice as sweet when you’re both looking this fresh // Go together with matching Gatsby shades #oppositesattract
Whether you’re perfect V-day means going out or taking out, you can both rock Gatsby glasses #oppositesattract
This V-day go all in with matching Gatsby shades #oppositesattract
Italy meets the Wild West? Sounds like a date night // Match what matters in Gatsby shades #oppositesattract
Somehow the two of you just add up // It’s all about being the same but different in matching Gatsby shades #oppositesattract
Time to get in each other’s grills // Have an up close and personal V-day with Gatsby shades #oppositesattract
Never too late to treat yourself (and your Valentine) // Peep the perfect gift // Link in bio // #oppositesattract
‘WEIRD LIKE US’ COUPLES
We featured illustrated couples that showcase the incredible variety and awesomeness of relationships around the world, using illustrations that highlight objects and thoughts that make different kinds of modern love unique.
Man: Right Brain (New Age-y)
Women: Left Brain (Scientist)
Woman (Left): Indoor Person
Woman (Right): Outdoor Person
Man (Left): Outgoing Dog Person
Man (Right): Introverted Cat Person
Man: Old School Music Lover
Woman: New School Music Lover
GIFT GUIDE EMAIL
CREDITS
Creative Direction: Olivier Peyre & Ian Grody
Art Direction: Liz Bullen & Alyssa Buono
Copywriting: Nina Smith
Design: Alyssa Buono
Illustration: Kate Prior