Ray-Ban has announced the latest chapter of its Never Hide communications platform: #Campaign4Change. The new campaign showcases the iconoclastic, Never Hide spirit that lies at the heart of the Ray-Ban brand, bringing to life inspirational individuals as pioneers, trailblazers and rule breakers in their everyday lives, ready for a change.
The brand will be launching this brand new campaign down at The Beach on JBR this week until June 23rd – from 10am to 12am. A funky shipping container will act as a retail space during the week but at the weekends, the space will be transformed and will be about encouraging people to get involved in the campaign to be in with a chance of winning a trip to New York City by signing up at Ray-ban.com, to tell them what they want to change about the world. The best #Campaign4Change will win a once in a lifetime trip to New York City, where they’ll be celebrated at an exclusive Ray-Ban party, and their campaign will be projected at Time Square during the same day. The campaign also helps to highlight Ray-Ban’s latest eyewear collection, designed for those who want to celebrate their individuality, stand apart from the crowd and show what they really believe in – with a focus on this seasons trend “rounds” as well as bronzed aviators and a throw back to retro lenses – with a true vintage feel.
Bringing the campaign to life across the region, Ray-Ban Middle East & North Africa has invited a group of ambassadors that embody Never Hide spirit, to create and spread a #Campaign4Change they believe in. From the UAE, musicians Mostyn and Kamal will be fusing their traditional and electric styles together to mix up tradition and develop a new music track that will encourage other young artists to sign up and shout about their own #Campaign4Change. Also part of the UAE selection is radio DJ and producer Dany Neville – who will be creating his own version of #Campaign4Change. Ray-Ban has also teamed up with rock band Cairokee in Egypt to encourage people across the region to join the Order of Never Hide community and create their #Campaign4change.