RAy Ban : 'Never Hide'

[Paramvir]

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The Most Iconic Eyewear Brand in the World Celebrates in New York's Times Square.Ray-Ban, the world's best selling eyewear brand, is launching "Never Hide," their new strategic platform and advertising campaign aimed at building on the brand's 70 years of history.

The effort kicked off on the night of March 7 in New York with a celebrity party attended by Spike Lee, Petra Nemcova, and others. Spike Lee is a global talent who expresses the values of U.S. independent cinema -- values which are shared by Ray-Ban. Ray-Ban is also one of the sustaining partners of the Sundance Film Festival.

On March 8, there was an interactive experience where consumers worldwide submitted their pictures to be posted in the campaign template on 12 screens in Times Square. The ceremony attracted thousands of onlookers.

The courage to express your true self - your thoughts and your personality genuinely - and staying faithful to the values of authenticity and uniqueness have, in fact, made up the DNA of the Ray-Ban brand from its beginning in 1937 to today. The "Never Hide" campaign encourages Ray-Ban wearers to act like their maverick selves -- 'Never pretend. Never be afraid. Never give up. Never hide.' From Audrey Hepburn to James Dean; and JFK to Tom Cruise in Top Gun, Ray-Ban remains one of the most iconic brands in the world