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ray-ban #proudtobelong

Bringing Ray-Ban's community and culture focus to the dynamic city of Jeddah, tapping into the underground scene with an underground event like no other.

The mission:

Create community around the Ray-Ban complete product line without making it about product.

The meaning:

This was before the cultural opening up in KSA, so we needed to be respectful in bringing the community together in a way that rocked their world without rocking the cultural norms of Saudi society.

The moment:

An underground-style event in a secret basement location hidden in the heart of the city, inviting local musicians to perform, creators to create, and community to gather and represent as those who are #proudtobelong to the family.