Ray-Ban asked us to create a global experiential marketing activation for its #ItTakesCourage brand platform, designed to scale across 50+ music festivals worldwide and connect with Gen Z and Millennial festival audiences.

The challenge was to develop a simple, locally adaptable idea with global resonance, strong social content potential, and a clear link to Ray-Ban’s message of courage and self-expression. We created The Blind Date Booth, a music festival activation with two entrances, where strangers stepped into a photo booth together, opened up, and captured a spontaneous shared moment.

Built for participation, shareability, and emotional connection, the concept turned a fleeting festival encounter into branded content audiences wanted to post.

We also created a clear brand activation toolkit that local teams could implement easily across markets, helping every festival execution stay consistent, simple, and on-brand. The result was a scalable, high-performing festival brand activation that helped Ray-Ban show up in culture through music, connection, and courageous self-expression.