Ray Ban's Never Hide campaign

Ray-Ban is very popular for classic sunglasses of timeless styles. Especially the Ray Ban Wayfarer has been launched in various creative and different colourful patterns over the last couple of years.

The Never Hide campaign has been kicked off in 2007 and has ever since made non-stop creative advertisements that are uncomparable in the glasses and sunglasses category. 

All of the Ray-Ban rare ads for this unique campaign were created by world’s most talented poster artists. The advertising is as rare as the glasses themselves.

As Chuck McBride Executive Creative Director at Cutwater agency expresses “Never Hide is a modern rally cry to be creative, be exploratory and be experimental. It’s authentic. It’s real. It’s bold. It’s stylish. Never Hide is what we aspire to do.  Never Hide is what we should always do...These glasses don’t mask who you are, they’re a window to who you are.“ 

Ray Ban’s does not only create usual advertising but connects advertising with art by designing each ad as an amazing piece of art. Additionally, the rare prints aren’t inert but become alive in the rare films in a very crazy and unrealistic way.

The prints and films embrace surrealism regarding art, a fun and crazy lifestyle regarding fashion and furthermore, the campaign suggests experiencing a metamorphosis by wearing Ray Ban glasses – the world gets magic, extraordinary and life becomes more colorful. The green flower head print and film link to nature – the ‘gardener’ makes the flower head alive by watering the Ray Ban sunglasses. This is such an unusual and exceptional way of advertising that by keeping a finger on the pulse of time and emerging trends these creative and unique ads terrifically grab attention – which has the higher value than only to reach and leave an impression.

Regarding trends Ray Ban takes up the seeking for individualism. People nowadays want express themselves. Consumers became nonconformist consumers who demand something different, unique, and not the usual stuff one can find in every modern designer’s sketchbooks. They wear Ray Ban because they want to express something and belong to a certain group of people they identify with. Regarding current trends in fashion; shopping at vintage stores is more and more appealing to people who want to be fashionable and on the cutting edge. The rare prints and film deliver a certain spirit of a retro perspective which increasingly moves in the center of today’s fashion world – go retro for revenue.

I very much like this campaign because it is just fun to look at the print and how they come alive in the films. I have never seen such crazy and unusual ads before. I think it is a great idea to work together with artists from different areas because, as we can see, such collaborations result in amazing and totally extraordinary outcomes.

The Never Hide campaign stands for self-expression – never hide who you are but also never hide your Ray Ban glasses! This weekend there has been a Never Hide event in 12 cities in 12 different countries with the purpose of spreading peoples massages to the world.
People could write the massage they want to pass on on a little board and make a photo in a frame holding that board. All photos have been uploaded to the official Ray Ban website as well as a live stream of each event in each city. And of course everybody got the printed version of their photo. It was a great idea of Ray Ban to get people involved and interact with the brand. I went there with my friends and it actually was a lot of fun thinking about the massage we wanted to pass on and how we were going to pose on the picture! The event really added a lot of fun to our day and the awesome picture will always remind us on that day!