Ray-Ban
Never Hide
The Ray-Ban Never Hide campaign launched as a modern rally cry to be creative, be exploratory, be experimental, and be yourself. The global campaign kicked off with a 9 day interactive project in NYC's Times Square featuring 12 screens displaying images submitted by Ray-Ban wearers who wanted to express themselves at the "crossroads of the world." The images were then displayed in a gallery on Ray-Ban.com so that the Never Hide experience would continue worldwide.
From interactive billboards, to viral films, to music programs & events, Ray-Ban successfully created a new way of marketing. The brand has become a publisher and media in and of itself, attracting audiences world-wide to view, comment, create and share. The campaign not only recast Ray-Ban as a youthful brand for everybody, it catapulted the brand into its highest sales to date with the Wayfarer becoming the best-selling pair of sunglasses worldwide, and Ray-Ban.com's traffic jumped 510% in just two years.
Role ›
Creative Director, Art Director
Photographer:
Director:
Creative Collaborators:
Chuck McBride, Jaime Robinson, Lauren Harwell
Agency:
Cutwater
