Courtney Kessler Creative Brief Marketing Challenge: Ray-Ban’s opportunity is to attract new customers and keep existing buyers by expanding Ray-Ban’s product line. Communication Purpose: The purpose of this communication is to introduce the ‘Rare Prints’ collection as the newest addition to Ray-Ban. Target Market: The typical Ray-Ban customer is an 18- 34 white female most likely living on the West coast where dropping a lot of money on a pair of sunglasses isn’t considered to be a “trivial purchase”. With a college degree and high household income, she works hard so she can shop hard. She is trend-focused and always wants to be praised on her ability to put together a sick outfit. Knowing that the minute someone stops talking about you, you’re old news, she isn’t afraid to have a bold style. Key Insight: Ray-Ban wearers want attention and see their sunglasses as a quirky statement that separates them from the pack. Creative Idea: Sunglasses have been seen a mechanism for hiding, but when you wear Ray-Bans, you’re begging to be looked at. (The “Never Hide campaign). Motivating Support Points: Ray-Ban’s customers don’t want to be like all other sunglass wearers so designing print ads that are colorful and pop-art based will intrigue them because all other sunglass ads are dark colors with skinny models. Ray Ban customers relate to anything but boring, so the advertisements have to follow. Brand Character: Trendy Outgoing Boisterous Fun Unique Executional Considerations:

Continue the Never Hide tagline Keep pop art as foundation and artist will design ads based off of the sunglass

designs Include website on all print ads and in-store ads Focus on print and website to utilize artist’s designs