A simple idea can bring about effective results. Sometimes it is not just about the creative budget. It is about bringing the experience right down to the consumer. I do sometimes start off my work with the “What If” question. What if I could brand Ray Ban glasses simply by giving the public the experience of using one? Ray-Ban Belgium and DDB has teamed up to launch this simple campaign by decorating public transportation with tinted window panels to communicate across the message for promoting Ray-Ban’s polarized color lenses. Cool idea.