# Apologetic Glasses Campaigns Bullies Say They're Sorry in Ray-Ban's New Digital Campaign By Erica Francis | Published 2016-08-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ray-bans-new References: [ray-ban](http://www.ray-ban.com/usa/courage) [Ray-Ban's](https://www.trendhunter.com/trends/rayban-boutique) 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](https://www.trendhunter.com/trends/music-deserves-bose), 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](https://www.trendhunter.com/trends/ray-ban-star-wars), 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. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 67% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Digital Storytelling Campaigns:** Opportunity to create emotional connections with audiences through powerful narratives that touch on relatable experiences. - **Micro-documentaries:** Creating short and impactful documentaries that promote empathy and understanding. - **Brand Authenticity:** Highlighting genuine and heartfelt stories to connect with consumers on a deeper level. ### Who This Affects Most - **Eyewear Retail:** Opportunity for eyewear companies to use storytelling campaigns to build brand loyalty and increase online sales. - **Advertising Agencies:** Opportunity for agencies to develop innovative digital campaigns that evoke emotions and resonate with audiences. - **Online Retail:** Opportunity to drive consumer traffic and increase conversions by using engaging content to tell authentic stories. ## Related on Trend Hunter - [Digitally Enhanced Shopping Experiences](https://www.trendhunter.com/trends/rayban-boutique.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.md) - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Gamified Eyecare Campaigns](https://www.trendhunter.com/trends/eye-odyssey.md) - [Domestic Violence Awareness Campaigns](https://www.trendhunter.com/trends/aid-to-cart.md)