#ProudToBelong
- Objective
- Ray-Ban’s #ProudToBelong shows there are designed for every person and every situation.
- Target
- Ray-Ban’s #ProudToBelong celebrates friendship, family, and inclusivity for all, regardless of gender or race, in a bold and beautiful campaign embracing diversity.
- Support
- The campaign portrays a feeling of happiness and belonging.
- Ray-Ban makes the campaign look desirable and makes the consumers want to be a part of it.
- Showing people who wear Ray-Bans happy while wearing them.
- Associate Ray-Bans with family and friends.
- Brand character
- Ray-Ban stands for:
- Togetherness
- Inclusivity
- Embracing diversity
- Oakley claims their sunglasses will give people a better and brighter view when they wear them.
- Ray-Ban promises more.
- They say their brand will give you more than just the physical improvement but also the emotional feeling of belonging.
- Tone
- Ray-Ban is all about inclusivity, yet standing out.
- Their advertisements have a relaxed, laid-back tone to them.
- They use brief statements to describe their general message.
- Their advertisements depict people who are not afraid to be themselves and stand out in a crowd.
- By using limited words, they are able to put an emphasis on being a simple brand that everyone can wear and stand out in.
- Single-minded proposition
- Ray-Ban is an inclusive eyewear company that provides all consumers with the opportunity to be their best selves.
- Big idea
- Ray-Ban is a brand that encompasses a desired aesthetic of the consumer all while balancing inclusivity and the desire to stand out.
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