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Ray-Ban

Ray-Ban x Rewind

The mixtape project makes textures hearable and shareable

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Brief

Ray-Ban launched a new collection fabricated with 8 iconic materials. How can we share texture and touch in a digital savvy way?

Solution

The Rewind x Ray-Ban app. A concept inspired by the iconic mixtape. The charm of sharing for the digital generation. We created 8 mixtape designs that feel like the authentic material of one of the new Ray-Ban glasses. Scan the paper mixtapes with the Rewind x Ray-Ban app and unlock the exclusive playlists.

Mixtapes

Each playlist represented the attitude of the material, from ’rough as denim’ to ’smooth as velvet’. Music on the tapes featured bands such as Chromatics and Dum Dum Girls. No mixtape, no music!

The mixtapes were distributed at festivals, stores and via magazines like Vanity Fair

Results

More than 200.000 mixtapes were scanned, listened to and shared by tens of thousands of people. Over 30.000 people downloaded the app.