When Ray-Ban Belgium launched their new color lenses, they asked us to go look for a way to make them popular both on- and offline. True to our name, we literally got our inspiration from the largest towns of Belgium. Public transport in particular. Windows of trams were turned into XXL lenses, transforming public transport into Ray-Ban test drives. Commuters were asked to share their view on social media, using the hashtag #nofilterjustrayban, hacking the popular #nofilter hype. In no time, word was out and Ray-Ban's new glasses were sold out.