Ray-Ban chooses AKQA to create ‘Envision’ digital experience in China

AKQA’s Shanghai office will lead the relationship and provide digital creative, strategy and development to create the ‘Envision’ experience, helping Ray-Ban to grow its brand in the China market.

David Hunt, GM of the agency reported that they won this digital project after a couple rounds of pitches with multiple agencies before last Christmas.

The digital experience is expected to launch in Q2 in China, and will be part of Ray-Ban’s global platform 'Never hide'.

Henri Shen, group digital marketing manager at Ray-Ban, said the brand's mission has always been to inspire people to be themselves, and this year’s ‘Envision’ campaign urges consumers to "never hide their vision" and to "create and pursue their own reality".

"In AKQA we have found a strong agency partner to develop innovative digital solutions to support Ray-Ban’s position as a leading global brand with a strategy targeted for the rapidly evolving Chinese marketplace," he said.

Hunt added that winning Ray-Ban the account complimented the agency's 'cool' clientele, which also includes Nike, Jordan, Calvin Klein and VW.

He said the agency's role is partly to educate Chinese consumers, especially Ray-Ban's young and cool target audience, about what the brand stands for, making ut recognisable and relevant to their lifestyles.

Publicis is the global creative agency for the Ray-Ban account, with Erik Vervroegen as international creative director of the account.