Ray-Ban : Never Hide
"The world of sunglasses had been taken over by imposters," says Cutwater CD Travis Britton. "Fashion brands with no heritage selling costumes with big diamond-studded logos. We?ve all seen the ads and they all look exactly the same. P

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The print/outdoor, part of an elaborate global multimedia effort, was shot in Romania and Prague by Czech photographer Antonin Kratochvil in a black and white "photojournalistic style that's a nod to Ray-Ban's heritage, but at the same time a contemporary interpretation of the brand," Britton adds. The bony, face-stuffing woman of this lead ad is arguably the most resonant image of the series thus far (all the current ads are in the PDF). "The 'supermodel eating a cheeseburger' image was part of our most recent shoot," he explains. "It's a good example of where we're looking to take the campaign as it continues to develop. The first round took a broader approach, meant to invite everyone to 'Never hide.' Future executions will dive deeper into current events and global pop culture."
Credits
- Date
- Jun 07, 2007
- Executive Creative Director/Copywriter :
- Chuck McBride
- Creative Director, Art Director :
- Travis Britton
- Copywriter :
- Jaime Robinson
- Art Director :
- Lauren Harwell
- Photographer :
- Antonin Kratochvil
- Art Buyer :
- Jen Small
- Art Buyer :
- Casey Mooney
- Print Producer :
- Lavanya Radhakrishnan
- Art Director :
- Marcus Cross
- Client :
- Ray-Ban
- Agency :
- Cutwater
- Brand :
- Ray-Ban
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