NEW YORK Ray-Ban, the 70-year-old sunglasses brand known for its classic Aviator and Wayfarer styles worn by the likes of Audrey Hepburn, Peter Fonda and Tom Cruise, today launched a global campaign for spring and summer themed, "Never hide."
TBWA/Chiat/Day, San Francisco, developed the creative. Vizeum, New York, a unit of Aegis Group, handles media planning.
Milan-based Luxottica Group acquired Ray-Ban in 1999. Since then the company has focused on restructuring its distribution and maintaining product quality. The brand has seen double-digit growth in the past four years in a market that has spawned competition from fashion labels such as Dior and Gucci.
The campaign consists of a 90-second film, which will be shown on the Internet at Ray-Ban.com and in Times Square, along with print and random postings outdoors. Beginning tomorrow and running through Mar. 13, 12 screens in New York's Times Square will project homemade images of people wearing Ray-Bans. Photos can be submitted via the rayban.com Web site. Images will be captured via Webcam and there will be a gallery of all images collected on RayBan.com.
Five up-and-coming independent film directors will have films in which Ran-Bans play a role seeded on Internet sites such as YouTube.com, MySpace.com and RayBan.com.
The words "Never hide" also will be posted on mirrors in restrooms in hotels and bars.
"We are targeting adults ages 20-29 who like to try new things and are heavily engaged with magazines, the Internet and outdoors," said Fabio d'Angelantonio, marketing director, Luxottica.
The estimated budget for the effort is $30 million.