Ray-ban: Sound Of Sorry

Credits & Description:

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 John’s song for their own redemption.
Media: Interactive
Category: Retail services
URL: http://www.ray-ban.com/usa/cou...
Client: Ray-Ban
Agency: Gents
Production: Photoplay Films
Country: Belgium
Director: Jon Kaufman
Creative Director: Tim Helsen
Creative: Tim Helsen
Creative: Sander Vanermen
Creative: Ramin Afshar
Producer: Kerry Taylor
Executive Producer: Mitchel Elsen
DoP: El Sawyer
Agency Producer: Aygül Sonkaya
Account Director—Leen Van der Mijnsbrugge
Account Manager—Magali Deckers
Graphic Designer—Martijn Leenaers
Digital Designers—Simon Pertz, Pieter De Baets
Developers—Diederik Van Hoorebeke, Ibe Vanmeenen