"Never hide what you're made of"

Ray-Ban has presented the new communication campaign The Luxottica Group recently presented the very latest Never Hide communication platform: Never Hide What You're Made Of.   The new campaign consists of seven unique shots – which will be joined by an eighth to be revealed during the year – taken by photographer Mark Seliger. The aim is to express the iconic essence of the Ray-Ban brand and the Never Hide slogan by using inspirational pioneers and rebellious spirits who have the courage to challenge the conventions of daily life.   Shot in New York City and Los Angeles, this is the third Never Hide campaign for Seliger, who commented on the project: "Collaborating on the creation of visuals for the new Ray-Ban series is like being a director of photography in a Kubrick movie. Erik Vervroegen's storytelling is engaging, humorous and ironic. The relationship of trust that binds me to him and Erika Ferszt allowed me to create some of my best works".   The campaign celebrates the most innovative and avant-garde Ray-Ban collection to date. It pays homage to eight extraordinary materials that were used for the first time to make some of the brand's most legendary and instantly recognizable models. Designed for people who want to enhance their personality, to stand out from the crowd and show what they are made of, the collection combines classical styles and a contemporary character that will satisfy all generations of Ray-Ban fans. The materials are also the protagonists of What You're Made Of consumer activation.   Users are invited to visit ray-ban.com to access the Never Hide Order, a (not very) secret society that unites everyone who shares the Ray-Ban credo: Never Hide. Ray-Ban will ask customers to demonstrate their value through a series of challenges: Tough as Leather, Blends Like Camo, Smooth as Velvet, Rugged as Denim and Strong as Titanium. When the challenges have been successfully accomplished, the user can move to the next level in the Never Hide Order hierarchy; after completing all the challenges, two winners in each participating market will be invited to an exclusive investiture ceremony organized by the Order. As an additional award, their experience will be published online.