Ray-Ban, the fashion sunglasses brand, is running “Legends”, an online and print advertising campaign to mark its 75th anniversary. Online at ray-ban.com/neverhide/legends, the campaign comprises seven photographs each focusing on a different decade in Ray-Ban’s history. The stories behind each of the images were inspired by real-life tales left on the Ray-Ban website. Each ad carries the message ‘Never Hide’ and aims to show how Ray-Ban wearers stand out from the crowd. The print ads won two Gold Press Lions at 2012 Cannes International Festival of Creativity.
Lt Raymond Swalley’s story of flying with the Marines is associated with the RB3025 L0205 Aviator Large Metal. Writer Taylor Mead’s story of arriving in New York as a gay man is associated with the Clubmaster RB 5154. Singer Norman Blagman’s Story of performing in The Bronx is associated with the Meteor RB 4168. Judi Cohen story about wearing a mini skirt in the 1960s is associated with the Laramie RB 4169. Donna Ellaby’s story of the 1971 May Day protests in Washington DC is associated with the Round RB 3447. Yana Chupenko’s story of performing in a punk band in Martin Scorcese’s new film “After Hours”, in Tribeca, New York, in 1982, is associated with the Cats RB 4162. Rapper The Rugged Man’s story of finding his place among African American rappers in Long Island is associated with the RB 5228.
The Legends Never Hide campaign was developed at Marcel Worldwide, Paris, by Publicis worldwide chief creative officer Erik Vervroegen, head of strategic planning Rob Klingensmith, creative directors Eric Jannon and Dimitri Guerassimov, copywriter Martin Rocaboy, art directors Bastien Grisolet, Anais Boileau and Souen Le Van, art buyers Jean-Luc Chirio, Lauriane Dula and Thomas Geffrier, global print manager Jean-Luc Chirio, art buyer Lauriane Dula, executive producer Thomas Geffrier, worldwide account director Alberto Scorticati, account director Shannon Eddy, account executives Julie Amen and Rodolphe Pedrono, working with Ray Ban creative director Erika Ferszt.
Photography by Mark Seliger was produced by Ruth Levy and retouched at Asile by Christophe Huet. Costumes were designed by Arianne Philips. Sets were designed by Rick Floyd. Hair stylist was Terry Millet. Make up artist was Kathy Jeung.