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#Campaign4Change Ray-Ban

Ray-Ban came up with the year-long campaign slogan, #Campaign4Change inspired by the viral ALS Ice Bucket Challenge. But it's difficult for consumers to trust that brands actually care about real issues & change. So we legitimized the campaign concept by aligning with authentic causes of well-know influencers in food/music/art. We also made a creative decision to conduct interviews as selfies, so the causes felt personal. The talent opened up more than usual and you get to see them talking directly to the audience in a sincere, organic way. And we also threw 5 US events that captured the spirit of the campaign and rallied people to participate. I was a creative director and worked on the concept, selected the director and worked with him closely from pre-production to post.

Project Roles
Creative Director
Company
Ray-Ban
Skills
Creative Direction
Media
Brand Films, Branded Content
Project Industries
Advertising