This Ray-Ban Ad Helps Shape the Brand's Identity

By: Riley von Niessen - May 26, 2016
References: mr-mag & adweek
This Ray-Ban ad works to compliment the brand's identity by relating to consumers emotionally and showing the diversity of people who can connect to it.

The video for the company's campaign '#ItTakesCourage' shows strangers telling one another their stories and revealing events that shaped them into the person they are. Titled 'Eye to Eye // A Social Experiment In Courage,' the video is introduced with the idea that looking into someone's eyes for a prolonged period of time can form a deep connection with them. As the strangers interact, they learn to understand someone who at first seems very unlike themselves.

The stories told by the strangers in the Ray-Ban ad connect to consumers by appealing to them on a more genuine level, telling them to embrace who they are and not be afraid to express themselves. Other Ray-Ban ads for the same campaign show images of people pushing themselves beyond their insecurities and fears.