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We are all in a moment when it feels like we have a choice to make. We can be super connected to (yet consumed by) our phones, or we can attempt to be present and aware by shunning our phones (or even locking them away from sight). The Ray Ban Meta “Live All In” spring/summer campaign was the first time a lot of people got to understand why they should care about smart glasses: you can stay connected without being distracted by the your phone screen. Our objective was to show the world what it feels like to use Ray Ban Meta smart glasses and what it looks like to wear them so the audience can experience the added presence and style they get while still feeling connected to the world. The core creative was to tell stories and show amazing use cases in both high fashion moments as well as everyday moments. We did it through OOH, OTT Video, social videos, and a big roster of 27 amazing influencers.
The goal of the campaign was to drive consideration. The primary challenge to overcome was that many people don’t understand the “everyday” value they would get from smart glasses. How do we get people who feel technology gets in the way to understand the true value of Ray-Ban Meta smart glasses?
To meet this challenge, we developed a core strategy, "LIVE ALL IN" that showed the world the presence and style you get from Ray Ban Meta Smart glasses. We mashed up high fashion moments with everyday use cases through a video campaign, OOH campaign and social first campaign starring 20 creators in IG, TikTok and YouTube. We communicated that Ray-Ban Meta smart glasses let everyone LIVE ALL IN. And the audiences loved it: The 99 pieces of content from the campaign received 57,521,504 views, 20,094,600 of which were completely organic.
Not applicable - these assets were created for international markets.
We did not use AI to create assets, but the campaign involved some first of their kind USE CASES of AI through a wearable product.
