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Vanilla
Historically, perceptions of smart glasses have been that they’re lame, to put it kindly. The market offered function over fashion, appealing only to the niche audience of tech aficionados. No one had yet to succeed in merging the tech with a wearable style. So when Meta and Ray-Ban teamed up to redefine the category, their challenge was to make Ray-Ban Stories not only culturally acceptable, but culturally relevant.
Our solution: 1. partner with the hottest rising artist, Burna Boy, to create a one-of-a-kind music video, shot on Ray-Ban Stories, for his unreleased track “Vanilla,” and 2. tap 8 high-profile influencers across relevant subcultures to not only star in the music video, but release the video in 16 segments on their respective Instagram accounts, making “Vanilla” the first music video to premiere on IG Stories.
Influencers: @elliothensford, @Bishopsaxz, @ziggymackjohnson, @jenybsg, @mssskamille, @prettyshittycakes, @Imarninails, @dissectpodcast