New Campaign Ray-Ban Never Hide
The Luxottica Group, which owns the brand Ray-Ban presents the new strategic platform and the Spring/Summer 2007 'NEVER HIDE' advertising campaign, developed thanks to the creative contribution of the agency Tbwa-Chiat San Francisco and media planning by Carat International.
The campaign, made up of a film and a series of subjects for the press, billposting and Internet, is conceived and developed around the concept of 'NEVER HIDE'.
Having the courage to be yourself, expressing your personality and ideas truthfully, staying true to values of authenticity and individuality have, in fact, been a part of the Ray-Ban brand's DNA since it was created in 1937 until today. And they characterize the personality of true leaders.
NEVER HIDE is the message chosen by Ray-Ban for the new strategic platform, an international preview of which was presented in New York City on the occasion of a special evening at the famous Gustavino's - an original, trendy venue in the American metropolis, which clearly expresses RAY-BAN NEVER HIDE's unique qualities and innovative thought.
Each scene of RAY-BAN's campaign shows regular girls and boys living their every day lives with realism, having the courage to express themselves and their unique individuality, which is our most precious asset, because being yourself is what is most in fashion.
Ray-Ban boasts a prestigious past and character representative of authenticity, realism, daring and elegance. Ray-Ban has never had to follow the trends of the moment, it has always dictated them: authenticity and tradition are values that never go out of fashion. Ray-Ban is for ever. No-one is interested in what is fake or temporary. Real trendsetters, real opinion leaders, real people know that to be fashionable, what really counts is being yourself, being true, real, bold and elegant. This is why Ray-Ban only has to give vent to its most anti-conformist side to claim its rightful place as a leader of sunglasses eyewear.
The NEVER HIDE campaign uses a complete and innovative mix of resources: from the cinema, press and billposting to Internet, 'consumer generated viral contents' and public relations.
The roll out for RAY-BAN NEVER HIDE starts in March 2007, in all of the principal countries in the world, with a special project made in Times Square in New York City (USA). Ray-Ban proposes an interactive approach to people who are given the opportunity to take part in the new campaign directly and enjoy a NEVER HIDE experience: 12 mega screens in Times Square will show amateur images of the people walking in the square who want to express themselves spontaneously and honestly, making them the protagonists of Ray-Ban's campaign. The photos will also be sent through the Web site www.rayban.com. The pictures will be captured on webcam and a gallery of all of the images collected will be published on the site www.rayban.com.
Fabio d'Angelantonio, the Marketing Director of the Luxottica Group, announced: 'We are enthusiastic about the great, passionate work accomplished with Tbwa-Chiat San Francisco because the agency perfectly satisfied the brand's wish to continue to be a global icon. We are eager to start the roll out of the new strategic platform all over the world and continue building Ray-Ban's success in the future .'
Chuck McBride, the Creative Director of Tbwa-Chiat San Francisco, announced: 'Thanks to their concrete and true nature, their history in the cinema and in contemporary music, Ray-Ban sunglasses, and only them, can launch a campaign called 'Never Hide'. Never hide behind the fashion labels. Never hide behind the fashion trends. But above all, Never Hide is a perfect concept for today's world. Never Hide is a modern appeal to creativity, exploration and experimentation. It is authentic. It is real. It is daring. It is elegant. Never Hide, this is our dream; it is what we should always do.'
