Ray-Ban has teamed up with Rice 5, the digital arm of Hill+Knowlton, for a brand platform #Campaign4Change that aims to inspire and encourage people to change the way they look at the world.
The campaign highlights a series of videos, directed by Rice 5 and filmed by FatBallSlim Productions, featuring six local “change makers” of varying disciplines telling their own #Campaign4Change stories and the metamorphoses that have led them to where they are now.
The six celebrities include singers Ellen Loo and Juno Mak, drummer Kevin Boy, local band Chochukmo, boxer Rex Tso and climber Lisa Cheng.
“The campaign is a celebration for people who make and live by their own rules, standing apart from the crowd and showing what they really believe in,” said Andrew Lee, founder and managing director of Rice 5.
It is also extended to print platforms, music parties, street shows, social activation and digital activity.
Alongside the online execution is a Ray-Ban music party on 21 and 22 August.
Creative director: Tom Shum
Creative team: Popo Hung, Tammi Tong
Senior account Manager: Ryan Lam
Marketing and key opinion leader liaison: Ennez Hui
Media: OMD Hong Kong