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
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