Cannes Lions

REWIND X RAY-BAN

GENTS AGENCY, Gent / LUXOTTICA / 2014

Presentation Image
Presentation Image
Supporting Content

Overview

Entries

Credits

Overview

Execution

- 8 mix-tape designs were printed on bespoke paper. Each paper mix-tape feels like the authentic material

- The smart image recognition of the Rewind x Ray-Ban app unlocks the music in the paper mix-tape

- Ray-Ban curated 8 exclusive playlists, each representing an attitude. From ‘Smooth as Velvet’ to ‘Rugged as Denim’

- The mix-tapes were distributed at music festivals, through the Ray-Ban flagship store and with online purchases

- +200.000 mix-tapes were printed on bespoke materials and shared by thousands

Outcome

During the first week of the release of this app (April 14th 2014) thousands of people shared the brand's first iconic material: velvet. On social media channels people directly inquired where to find these exclusive paper mix-tapes. For Ray-Ban this new app concept allows them to 'educate' about the new materials in a digitally cool & savvy way, and allows them to create paper mass-communication that they can track & trace.

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