For Ray-Ban’s 75th Anniversary Celebrations, Dazed & Confused magazine threw a party with Primal Scream and Sonic Youth’s Kim Gordon performing together for an audience of competition-winners.
Working with Ray-Ban, editor Roderick Stanley led the magazine’s creative team in putting together a brand collaboration that highlighted Ray-Ban’s rock heritage, in which people online voted for a classic song to be performed by a unique combination of rock’n’roll legends that had never performed together.
Selected winners then gained admission to a one-off event at Islington Town Hall in London, which culminated with the band and guest singer performing the audience’s selected track, bringing the house down with an epic version of the Stooges’ 1976 classic ‘Now I Wanna Be Your Dog’. Guests included Jake Chapman, Pam Hogg, Noomi Rapace and Samantha Morton.
Stanley also interviewed the two icons for a short documentary that was the centerpiece of the post-event coverage that spread the word via social media and other publications.