Ray-Ban, the global icon of style and individuality since 1937, has unveiled its bold new campaign and animation, Ray-Ban.EXE. Marking a strategic shift toward Korean pop culture as a key bridge to the next generation, the campaign reinforces Ray-Ban’s position as a catalyst for self-liberation and cultural connection.
Premiered at Ray-Ban’s first-ever pop-up in Seongsu-dong, Seoul, the symbolic launch brought together cultural trailblazers at the epicenter of Korea’s creative scene – a hub shaping global youth identity.
Blending the visual storytelling of Korean webtoons with dystopian narratives, Ray-Ban.EXE invites audiences to embrace their true selves. The film portrays a bleak, machine-controlled world where individuality and memory are erased. The central character, EV11, a robot assigned to eliminate traces of non-conformity, stumbles upon a pair of Ray-Ban Clubmasters. As he wears them, sparks of memory and identity ignite, transforming him into Kim, a human who joins a band of rebels working to awaken others trapped in the system. Passing the sunglasses forward becomes a symbol of rebellion, connection, and renewal.
Through this campaign, Ray-Ban positions itself as more than a fashion accessory: a tool for identity, creativity, and self-expression, resonating deeply with Gen Z audiences worldwide.
“Ray-Ban.EXE reflects our continued commitment to redefine style as liberation,” the brand noted, framing the initiative as both a cultural statement and a movement designed to inspire individuality in a hyper-connected yet homogenized world.
