Turning city trams into an online and offline experience of Ray-Ban’s newest color lenses.

In the summer of 2013, Ray-Ban released a collection of 9 new polarized color lenses and challenged us to make this launch the talk of the town in Belgium's mayor cities. Ray-Ban was on the lookout for a unique experience, both on- and offline. We decided to hijack the most used means of urban transport, city trams, and transform them into an interactive test-drive of Ray-Bans new lenses. In Ghent, Brussels, Antwerp and Leuven, people could rediscover their city through one of Ray-Ban’s newest colors. Every window and every color offered a different atmosphere and experience. To make this trending on social media as well, we added the hashtag #nofilterjustrayban on every window, and invited people to share their view. Hijacking the popular social hashtag #nofilter. Over a period of 3 months, 5 million travelers discovered Ray-Ban's new lenses through the urban test-drives, #Nofilterjustrayban gained another 2.2 million media impressions through different online media channels and the hundreds of pictures travelers shared from within the city trams, the campaign got awarded on national and international marketing festivals and finally got a spin-off in Paris, France.

Agency: DDB Belgium Concept: Gertjan De Smet Production: DDB Brussels Design: Gertjan De Smet Production Partner: Clearchannel, LijnCom