Campaign 1: Ray-Bans

Hannah BeihnLisa Laffend& Claire Mirsky

Table of Contents:

- Creative Brief.. 3- Print Ads......... 5 - Wild Card ........ 10- Process Work.. 12

CreativeBrief

CREATIVE BRIEF FOR RAY-BAN:

1.What are we communicating? What is the assignment?-How Raybans help you achieve your dreams-The versatility of Ray-Bans by appealing to the duality of every individual

2. Who are we talking to?-The everyday individual with edge-The unexpected-“The individual” (the unique, completely unreplicable uniqueness of everyone)-Something for everyone-Raybans bring together a community of these individuals

3. What’s the problem and opportunity? (“How might we”)-Convey that Ray-Ban is trustworthy but also a lifestyle accessory (form and function)-Convey that Ray-Ban have the capability to bring out the “greatness” within everyday individuals-Highlight everyone’s “inner Ray-Ban” without alienating any of our audience-Play with the idea of “vision” (Dreams & Able to see)-Convey that Ray-Ban are the “finishing touch”

4. What should our communication do? How will it do this?-Express that Ray-Ban have the ability to help you look at the world in your own unique fashion-Show that your Raybans are an essential part of your individuality yet unite you with the Ray-Ban community

5. What is the strategic idea?“Ray-Ban Vision”

6. How will we support this idea?-Showing the diverse interests, hobbies, and dreams of Ray-Ban consumers-Making Ray-Ban a mutually exclusive part of this individuality

7. What are the mandatories, the must-dos?-Include “Ray-Ban” signature-Campaign slogan-Website address

8. What are the creative considerations?-Showing how everyday items/trinkets make up the small details of a personality-Express an individual’s personality/dreams/vision-Glasses serving as a “window”-Keep Ray-Ban a vital part of this vision

9. What are the deliverables? Where will the messages run?-3 Print Ads (magazines, varying market to reflect ad variation)-An installation in a major city

PrintAds

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

What’s Your Vision? Show Us Your Vision at

www.rayban.com/vision

Wild Card

ProcessWork