Ray-Ban continues to align itself with the guts of tradition, music, style, and movie because it debuts a brand new Korean pop-culture-themed marketing campaign, “Ray-Ban.EXE.”
This new marketing campaign, which premiered Thursday (Sept. 4), additionally incorporates a brief movie of the identical title, mixing the visible language of Korean webtoons with dystopian storytelling and calling viewers to their very own artistic awakening.
Ray-Ban.EXE displays the trendy eyewear model’s strategic shift towards Korean popular culture as a key conduit to the subsequent international era. Aimed primarily on the Technology Z demographic, the marketing campaign capitalizes on the rising affect of Korean popular culture, which has a worldwide stronghold on youth identification.
Ray-Ban’s EV11 robotic on the launch of the Ray-Ban.EXE marketing campaign in Seoul, South KoreaRay-Ban
The marketing campaign and movie made their debut on the model’s first-ever pop-up in Seoul, South Korea, within the Seongsu-dong neighborhood. This space has been described because the Brooklyn of Seoul attributable to its warehouse cafes, boutique retailers, and artwork areas, which lend to its cool vibe. The launch introduced collectively cultural trailblazers to the nucleus of this artistic scene, which has taken on international significance.
The brief movie positions Ray-Ban as a catalyst for cultural identification and artistic freedom. It follows EV11, a robotic programmed to erase individuality, who discovers a pair of Ray-Ban Clubmasters that set off his transformation into human type, and with it, the rebirth of identification and self-expression.
Ray-Ban’s new Korean-influenced anime marketing campaign, Ray-Ban.EXERay-Ban
Earlier this yr, Ray-Ban appointed hip-hop artist A$AP Rocky as its first artistic director, guiding initiatives and shaping the way forward for the model’s picture and design.
As well as, the model additionally ventured into the tech house with Meta Ray-Ban sensible glasses. The wearable, artificial-intelligence-powered know-how allows wearers to seize images and movies, take heed to music, make calls, ship texts utilizing voice instructions, and extra.
