Never Hide by Ray-Ban is an Advertising Campaign, which was originally launched in March 2007, consisting of a film and a series of adverts for digital and print media, advocating customers to 'Never pretend. Never be afraid. Never give up and Never Hide'.
The 'Never Hide' campaign was developed around the concept of encouragement to never hide the real you. Having the courage to express your true self, your thoughts and your personality genuinely, to stay faithful to the values of authenticity and uniqueness, which is the most precious thing we have, because the most fashionable thing to be is, of course, yourself. This idea has made up the DNA of the Ray-Ban brand since it was found in 1937 to the present day, and it is these qualities that characterize true leaders.
For this Digital Advertising campaign, as part of a live client project brief for my Masters at University, I was inspired by the 'Never Hide' creative concept, where I used pictures of fashion models, such as Cory Kennedy and even celebrity/actors such as, Tom Cruise who was partly responsible for the Ray-Ban revival back in the 1980's because he sported a pair of black Wayfarer sunglasses in the movie, Risky Business (1983), which also marked the beginning of a Wayfarers phenomenon as 360,000 pairs were sold that year, and Leonardo DiCaprio, who starred in the 2013 biographical black comedy film, The Wolf of Wall Street, which featured multiple Ray-Ban Wayfarer sun-glasses worn by various characters throughout the film.
