Spectacles are unexpected, fun and approachable -- and those attributes permeated our creative strategy.

Reveal our brand story through a succession of changing images using traditional out-of-home media placement.

Allow our users to tell our story emphasizing a fair

In September 2016, about 50 billboards with the Snapchat ghost appeared in major US cities. They slowly transformed over three weeks from Snapchat to reveal Spectacles.

Spectacles were announced in a WSJ Magazine exclusive in September 2016, in conjunction with our Snap Inc. rebranding announcement. The billboards soon revealed the final creative -- Spectacles on models -- but additional product details and release details were kept confidential.

In early November, a countdown timer appeared on Spectacles.com which would soon reveal the first Snapbot and its landing location, a surprise for the Venice Beach, California community. A Snapbot video capturing our friendly Snapbot’s personality accompanied an Adweek story.

Since our launch last year, Twitter has

Spectacles were announced to the world alongside the company’s rebrand from Snapchat to Snap Inc. From the outset, Spectacles were positioned as a toy.

Teasing the announcement, billboards revealed a story. For four weeks, the billboard creative evolved. The Snapchat ghost transformed to have “eyes” that were actually the Spectacles logo -- communicating our story bit by bit.

The first Snapbot landing was a surprise, garnering curiosity that resulted in fanfare. Today still, Snapbot landings are a surprise. Those inspired by adventure can go out to purchase a pair. Review units were not provided proactively to journalists - reinforcing the importance of the Spectacles Snapbot experience and idea that this product was a toy, not a “gadget”.

Twitter has been used to reveal Snapbot landing spots and retweet our community’s experiences. They are telling the product’s story.

In September 2016, about 50 billboards with the Snapchat ghost appeared in major US cities. They slowly transformed over three weeks from Snapchat to reveal Spectacles.

Spectacles were announced in a WSJ Magazine exclusive in September 2016, in conjunction with our Snap Inc. rebranding announcement. The billboards soon revealed the final creative -- Spectacles on models -- but additional product details and release details were kept confidential.

In early November, a countdown timer appeared on Spectacles.com which would soon reveal the first Snapbot and its landing location, a surprise for the Venice Beach, California community. A Snapbot video capturing our friendly Snapbot’s personality accompanied an Adweek story.

Since our launch last year, Twitter has been used to reveal Snapbot landing spots and retweet our community’s experiences.

Spectacles are the first physical camera by Snap Inc. The sunglasses’ built-in video camera captures life’s moments from your perspective -- with the tap of a button.

The Spectacles launch campaign blends paid and earned media across TV, Broadcast, digital & social media platforms while bringing together traditional media through Out-of-Home billboards and surprising use of airport security trays. We chose to distribute the product exclusively through friendly vending machines, called Snapbots, and created a treasure-hunt like adventure for our Twitter followers.

Spectacles are the first physical camera by Snap Inc. The sunglasses’ built-in video camera captures life’s moments from your perspective -- with the tap of a button.

In order to introduce camera-glasses to the world that, while technically sophisticated, would be embraced as a toy, the Spectacles design, marketing campaign, and distribution strategy all had to work seamlessly to create a brand that was unexpected, fun and approachable.

We also wanted to help consumers make an immediate connection between the product and the unique type of content the camera could create.

To achieve this, we created surprising experiences for our community to inspire and celebrate their own stories and experiences with Spectacles. The Spectacles brand was brought to life through billboards, re-imagined vending machines, strategic communications, airport trays, a branded website and our community’s own experiences.