Ray-Ban's new digital campaign is definitely an unexpected one that tugs on the heartstrings of its audience. Belgium-based agency Gents developed the campaign that focuses on nine critics and bullies attempting to reconcile and say sorry to those that they hurt. The stories are quite relatable for most people. Through micro-documentaries, the audience can learn about exes that had a miscommunication, brothers who struggled through childhood, or about school bullying between a boy and girl.
Curious consumers who want to see the documentaries and learn more about Ray-Ban's new 'Sound of Sorry' series, have to head over to the company's U.S. website. The concept is a pretty interesting idea; it portrays Ray-Ban as a warm brand, it brings together real stories that many consumers are curious about and it connects the audience with relatable characters. Making consumers access the company's website serves to encourage consumer traffic to Ray-Ban's online storefront for possible purchases while they are perusing through the reconciliation series.