Meta Rayban's Club 2.0
The Challenge
Meta’s Reality Labs were launching their new gen AI glasses with Rayban. They’d already had coverage across tech titles but were struggling to cut through with consumer and culture titles. They briefed John Doe to come up with a culturally resonant campaign that would generate quality, positive coverage, shareable, organic content from KOL and spark conversation.
The Approach
Our key insight was that the future of the club scene was a big talking point with clubbers, brands, artists and venues going to extremes to create new socialising experiences that banned phones from taking people out of ‘the moment’. We decided to create A ONE OFF CLUB NIGHT WHERE GUESTS were invited to step into the future of clubbing with phones banned but RayBan Meta glasses firmly on the VIP list. We teamed up with Fat Tony – who notoriously had banned phones previously at his clubnights - to create an Ibiza themed night at Frameless. Over two nights we hosted influencers, media and clubbers gifting everyone a pair of glasses for the night allowing them to document their experience throughout.