Ray-ban china
main comms platform
CREATIVE DIRECTION for china markets
The brief
create a link in between the international brand and the chinese brand.
The project
the idea was to insert the brand visual codes and creative values on the market, while still being appealing to the chinese consumer.
The project was a learning experience for the brand and for the market. The challenge?
to keep it Ray-ban
CHENG YI
Genuine Since I reveal my true colours (2023)
Under the platform “Genuine Since,” the Chinese TV star and singer Cheng Yi was selected to work with the brand.
On this collaboration, the global team, got in touch with the Chinese ecosystem, which is quite different from the rest of the world. Platforms like WeChat and Weibo got into the scope of the global team.
This collaboration was a success not only by the sales numbers, but also on the understanding of the Chinese markets and their specific needs.
Liu yuxin
Genuine Since you quit following their rules
Under the platform “Genuine Since,” the Chinese celebrity Xin was selected to work closely with the brand.
This was the second collaboration with the talent. The campaign was a huge risk for the brand as it went outside of the market standard practices regarding look and feel and message.
The campaign was well received by the talent fan base. (a key component on China).
CREATIVE DIRECTOR: MIGUEL ROLDAN | AGENCY: IBLUE
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RAY-BAN CHINA
CUSTOMER WEEK
KIDS CAMPAIGN 2023
RAY-BAN X FERRARI
UNIFORM REVEAL