Meta partners with Campfire X in new global campaign for Ray Ban

Meta has launched the #SeeTheIndigenousWorldThruMyEyes (STIWTME) campaign on Instagram, created in partnership with First Nations creative consultancy Campfire x and Ray Ban’s parent company, EssilorLuxottica.

The campaign shines a a light on Indigenous cultures and businesses through Instagram’s smart glasses product, Ray-Ban Stories, developed by EssilorLuxottica.

In Australia, the creative features Indigenous creators and storytellers, including Biripi woman Summer Simon and Wiradjuri music producer Kuren. Each will share their experiences and stories across their Instagram platforms, using content captured by RayBan Stories to showcase the perspective of their lives to followers in Australia and globally.

In other markets, Meta has worked with the Alaska Federation of Natives, Native Women Lead and Norway House Cree Nation to share the work of Indigenous creators in the global campaign.

Peter Kirk, founder of Campfire x said: “This has been a wonderful campaign to work on and refreshing to see that the majority of people from the creators, writers, producer, DOP and director were all Indigenous. To be able to work on the whole process from conception to development with creatives at the top of the game was inspiring and humbling, and we’re so excited for everyone to see what we’ve made.”

He continued: ”Trust is a hard thing to define and a harder thing to discover in an industry that prides itself on its social and hierarchical structures. We have a long standing partnership with Meta, and our work always strives to create an environment for Indigenous people to shine, ensure they have input and make them like they were part of something special. Perhaps that is what true diversity is all about.”

Creator Summer Simon added: “To be able to share my story through #SeeTheIndigenousWorldThruMyEyes, you get to see mob from all around Australia, so we all come together and share our stories. That’s what I love about Instagram, you can connect with people all over Australia and the world.”

Regan Houlihan, market lead, ANZ at Meta commented: “First Nations culture is the oldest living culture in the world, and it’s fantastic to see Australian First Nations Creators featured in this campaign. We think that Summer, Kuren and Felicia are some of the best emerging talents in their fields, and we can’t wait to share these inspiring First Nations stories with the world. We believe that all innovation should be built with inclusion and equity in mind. Our platforms increase economic opportunity and access and inclusion by opening up how people share their creative work and broaden our collective perspective across geographies and cultures.”

The campaign goes live today and will run across Instagram.


Client: Meta
Creative Agency: Campfire x
Director: Peter Kirk
Producers: Tuneah Plumb, Brad Cooke
DOP: Brendan Blacklock
Post Production: In the Loupe ( Brendan O’Connell, Maisie Cohen )
Makeup: Marni Gerber
Styling: Cheryl Tan
Art Direction: Bianca Chong – House of Red
Music Producer: Munki Muk
Talent: @summer.simon, @iam_deadly_feliciafoxx and @kurenmusic


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