Ray-Ban has introduced a new global campaign, Ray-Ban.EXE, blending the visual language of Korean webtoons with dystopian storytelling to connect with younger audiences worldwide.
Unveiled on September 4 at the brand's first-ever pop-up in Seongsu-dong, Seoul, Korea, the campaign reflects Ray-Ban's growing alignment with Korean pop culture as a key influence for Gen Z identity and creativity. The launch event brought together cultural leaders from Seoul's thriving creative scene, underlining the city's role as a hub for global youth trends.
At the center of the campaign is an animated short film that depicts a world controlled by humanoid machines where individuality is erased. The story follows EV11, a robot assigned to destroy non-conforming objects, who discovers a pair of Ray-Ban Clubmaster sunglasses. The discovery sparks a memory and sense of identity, transforming EV11 into a human named Kim. He joins a group of rebels working to awaken others, symbolizing Ray-Ban's positioning of its eyewear as more than accessoriestools for self-expression and liberation.
With Ray-Ban.EXE, the brand reinforces its reputation for challenging convention and embracing cultural innovation. By drawing on Korean creative influence, Ray-Ban is positioning itself to resonate with a new generation of consumers around the globe.
Click HERE for the full press release.
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