How can we encourage Ray-Ban fans from all over the world, to right their wrongs? Undertaking a personal act of courage, like saying they're sorry.
We set up The Sound of Sorry act, an interactive campaign where we encouraged critics and bullies to face their wrongs and say…no sing… their sorry.
We reunited 9 people with someone they’d hurt and tested their courage to right a wrong. Inviting each critic in the recording studio and asked them if they had the courage to face the microphone. Using the lyrics of Elton John’s song ‘Sorry seems to be the hardest word’ for their own redemption.
We launched an interactive experience on ray-ban.com's global website to bring the sound of sorry to life.
MICRO SOCIAL DOCUMENTARIES
The emotional journey was documented through a series of micro-documentaries and shared on Ray-Ban’s social channels. Gathering over 1,5 million views and likes.