4. 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
6. 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
7. 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
