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Ray-Ban: Sound Of Sorry

August 6th, 2016

Episode 2982 of 3863 episodes

Belgium-based interactive boutique agency Gents created Ray-Ban's latest digital campaign for Ray-Ban, who invited 9 critics and bullies to see things from their victims' perspective with the hope of achieving reconciliation. To do so, Ray-Ban went looking for real people and stories about regret with the hope of inciting the courage to forgive. We reunited two brothers, old schoolmates and a former couple and documented the emotional journey in a series of micro-documentaries. Musical catalyst of the campaign is Elton John's iconic song "Sorry seems to be the hardest word". Ray-Ban invited each critic into the recording studio and asked them if they had the courage to face the microphone, using the widely-known lyrics of Elton Johnâs song for their own redemption. VIEW THE CONCEPT

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