Emotive Digital Ray-Ban Experience Lets You Sing the Sound of Sorry
lbbonline.com, 1 month, 3 weeks ago
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.
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: Photoplay
Producer: Kerry Taylor
Executive Producer: Mitchel Elsen
DOP: El Sawyer
Director: Jon Kaufman
Talent Acquisition: Elna Baker
Category: Accessories , Clothing/fashion