Ray Ban unveils its new campaign #Campaign4change

09 Jun,2015

By A Correspondent


Luxottica Group – a leader in premium eyewear and owner of iconic sunglasses brand Ray-Ban – has announced the latest in the brand’s Never Hide communications platform – Never Hide #Campaign4change.


The communication campaign features a series of eight unique creatives shot by the photographer and videographer Cheryl Dunn and showcase the iconoclastic, Never Hide spirit that lies at the heart of the Ray-Ban brand, bringing to life inspirational individuals as pioneers, trailblazers and rule breakers in their everyday lives, ready for a change. The protagonists of these shots are telling their first #Campaign4change stories. Designed for those who want to celebrate their individuality, stand apart from the crowd and show what you really believe in, the latest collection fuses classic styles with a contemporary attitude for lovers of Ray-Ban yesterday, today and tomorrow.


This #Campaign4change is also the hero of a consumer activation. Users are invited to visit ray-ban.com, join the Order of Never Hide – Ray-Ban “secret but not secret” community – create and share their #campaign4change. The Order will help people to get their change messages out to the world. Winners will be celebrated at an exclusive Ray-Ban party in New York in October and their #campaign4changes will be projected at Time Square during the same day.


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