Ray-Ban has launched a new global campaign inspired by Korean pop culture under the name “Ray-Ban.exe”, a strategic movement with which the brand seeks to strengthen its positioning among the young public through contemporary cultural references.
The campaign accompanies the opening, on September 4, of the first pop-up of the firm in South Korea, located in Seongsu-Dong, the Seoul district known for its creative atmosphere and often compared with Brooklyn for its ecosystem of coffees, independent stores and artistic spaces. There, as the brand has shared in a LinkedIn post, an installation has been made with the robot protagonist of the campaign that is attracting the eyes of the pedestrians.
“Ray-Ban.exe” is a short-country short film that fuses the visual language of the Webtoon Korean with a futuristic narrative about identity. In the center of the story is EV11, an executing robot that discovers some Ray-Ban ClubMaster glasses and wakes him a memory that makes him recover his identity. Crossing out of deviant, flee to the real world, joins a group of rebels and transmits the awakening, a couple of glasses after another. This symbolic gesture of rebellion and transformation seeks to position the brand as a catalyst for self -expression and creativity, a narrative aligned with the aspirational values of generation Z.
Thus, “Ray-Ban.exe” represents a change of focus on the brand’s strategy, which recognizes the global impact of South Korean culture in terms of music, fashion, cinema and digital aesthetics. Beyond the product, Ray-Ban wants to screened as a creative identity platform, at a time when the youth collective imaginary is nourished by visual referents such as K-Pop, anime or video games.
This approach adds to other recent initiatives that seek to expand the perception of the brand. In May of this year, Ray-BAN appointed A $ Ap Rocky as his first creative director, role from which he will contribute to defining the style and visual story of the next collections. To this is added the joint development with the goal of the Ray-Ban Meta Smart Glasses smart glasses, a device that allows photos and videos, listening to music or sending messages through voice commands, combining technological functionality with fashion design.
In this way, “Ray-Ban.exe” not only reinforces the aspirational nature of the brand, but also places it at an intersection between technology, art and personal expression. The campaign will be deployed globally through audiovisual content, physical facilities and channels of the brand.
