• March 8, 2007

Looking to stand out as an edgy marketer, Ray-Ban sunglasses will break an atypical ad/marketing campaign starting today using consumer input, video clips, Web sharing sites and YouTube (and print).

Dubbed "Never Hide" (as in, don't hide your face behind sunglasses), today's kick off will actually start with street teams snapping pictures of consumers wearing Ray-Ban sunglasses to be used thereafter in prominent outdoor sites such as Times Square billboards.

The campaign, via TBWA/Chiat/Day, will have consumers who talk up Ray-Ban produce video clips and mini films for Web sites.

Ray-Ban parent company, Luxottica Group, plans to use the "Never Hide" theme as its umbrella campaign here and internationally this spring and summer.

--Christine Bittar