Ray-Ban spoke to the Purposely-Creative through digital, experiential, print and OOH, focusing on publications and locations dear to the audience. VICE was selected as anchor due their authentic voice, and music festivals were chosen that featured up-and-coming, not marquee, talent. The VICE program shared brand ambassadors’ visions being brought to life. The festival program gave attendees opportunities to get creative, prompting guests to submit their own ideas to the Envision Series.

Online content-seeding and OOH installations were featured at live events, drawing attention to the brand’s presence in each respective market. Through the Envision Series, fans could eat from a food truck created by their favorite rapper, paint with water on a light graffiti board that illuminated only where wet, and watch as the contest winner developed and executed a music wall that you could play with gestures.

Ray-Ban’s Envision Series inspired its audience and brought home some off-the-chart numbers. The long-form ambassador videos from VICE saw surprisingly high click-through rates from YouTube pre-roll and over 50% view rate for the bulk of eight videos (against an industry average of 17-20%).

The program delivered 87 million impressions for the Series across digital and physical events, 296 million social impressions, and 650 million press impressions. And at the program’s end, 700 submitted ideas – more than half of all event pitches submitted globally – demonstrated the Ray-Ban audience’s love for the Envision Series.