Not that we’ve ever been shy about flaunting those devastatingly cool shades and opticals from Ray-Ban, but now that the label has upped their ante with its third-year-running “Never Hide” campaign, we’re obediently doing what we’re told.
While we observed from the outside during its previous brand campaigns, what’s going to be new and exciting this time is that we’re all going to be part of this year’s drive. With 12 of the larger-than-life sized frames installed in 12 cities around the world from Paris to Shanghai, the “Never Hide” campaign is a global effort with a viral touch.
That means participants would get a chance to get their photos and videos up on the Ray-Ban online platform so that everyone gets their 15 minutes’ worth of fame, as Andy Warhol (who was oft-spotted in his Wayfarers) would say.
On top of that, what’s a brand campaign without some kickass visuals to accompany the ride, eh? And here’s where Ray-Ban doesn’t fall short on. With seven different shots and subjects depicting various situations, there’s only one common denomination amongst them: cool young folks rocking Ray-Bans, bordered by the “Never Hide” frame in scenes like the mosh pit of a gig and the Tomatina festival in Valencia.
Ray-Ban, after all, is your passport to instant hipness and if you’ve got it, well then let’s see it!
