Ray-Ban has launched its latest campaign, RayBan.EXE, in Seongsu-dong, Seoul. The city is a natural fit; it’s become one of the world’s most influential spots for fashion, music, and youth culture.
At the centre of the campaign is a short animated film. It borrows from the style of Korean webtoons and tells the story of EV11, a robot living in a future where individuality is erased. Things change when he finds a pair of Ray-Ban Clubmasters. The sunglasses spark old memories and a sense of identity. From there, he escapes into the real world and connects with others who have also broken free.
The idea is simple. One small object, passed from person to person, can start something bigger. By tying that message to its most recognisable frames, Ray-Ban is showing how the brand continues to stand for creativity and self-expression.
The Seoul event pulled together artists, creatives, and cultural figures, marking the city as more than just a backdrop. With Ray-Ban.EXE, the brand is tapping directly into the way Korean culture shapes global style today.
