Re-invention On Air
- South Africa
A live performance and opinion platform celebrating the artists reshaping local music culture.
Ray-Ban had been experiencing a period of absence from activating locally, and as a result had lost their place in a conversation heavily dominated by sneaker and lifestyle fashion brands.
We needed to create a way to authentically engage with South African youth culture, whilst aligning this with Ray-Bans iconic heritage and personality to get Ray-Ban back into the conversation with cultural credibility, whilst driving sales.
Ray-Ban Re-Invention On Air was a live music performance & opinion platform that celebrated local music culture and the people taking it into the future.
Featuring: 2Leestark, Langa Mavuso, Uncle Party Time, Sam Turpin, Symatics, Rouge, Menzi XL and Dbn Gogo.
We designed and built a unique and distinctive structure which was installed into a Johannesburg cultural meeting point, Milk Bar, which acted as our stage and product display.
Over four weeks we hosted 8 live shows headlined by up and coming local artists recognized for the impact they were having on local music culture. Each performance included a Q& A session led by local music legend and hip-hop icon, Reason.
Each artist and event was aligned to a key product story, and guests could purchase Ray-Ban product on the night at a discounted rate through our e-commerce partner, Spree.
Taking inspiration from pirate radio stations, each performance and Q&A was recorded live and published online to extend the overall reach of the series.
Lourens Smit, Devin Armstrong, Matthieu Auriacombe