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Emotive Digital Ray-Ban Experience Lets You Sing the Sound of Sorry, 1 month, 3 weeks ago

Belgium agency Gents encourages Ray-Ban fans to undertake their own personal acts of courage

Emotive Digital Ray-Ban Experience Lets You Sing the Sound of Sorry

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, 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.

Creative Agency

Account Manager: Magali Deckers

Creative Director: Tim Helsen

Account Director: Leen Van der Mijnsbrugge

Designer: Martijn Leenaers

Producer: Aygül Sonkaya

Creative Agency: Gents

Creatives: Tim Helsen, Sander Vanermen, Ramin Afshar

Digital Designer: Simon Pertz, Pieter De Baets

Developer: Diederik Van Hoorebeke, Ibe Vanmeenen

Music and Sound

Song: Sorry seems to be the hardest word

Audio Post Production: Audiotheque


Editor: Thomas Heylen

Production Company

Production Company: Photoplay

Producer: Kerry Taylor

Executive Producer: Mitchel Elsen

DOP: El Sawyer

Director: Jon Kaufman

Talent Acquisition

Talent Acquisition: Elna Baker

Category: Accessories , Clothing/fashion