80th Anniversary Promotion
Ray-Ban, July 2017, "Reasons to Travel" campaign - Hakuhodo Gravity team was responsible for planning, media buying and digital planning. The challenge was how to design effective promotion for the brand's 80th anniversary campaign. To commemorate the 80th anniversary of the Ray-Ban brand, we developed a special book containing 80 musicians' and creators' reasons for traveling. In addition, a special radio program "Ray-Ban Presents - Go for a Genuine Trip" was aired on INTER FM, in which the artists featured in the book appeared as guests to select and talk about soundtracks that matched their favorite trips. The soundtrack list selected by the guests was later released as a playlist on Spotify.