Ray-Ban: Never Hide virals

Sunglass producer Ray-Ban is running a massive global marketing campaign (20 countries are involved) to target young consumers. The main message of this campaign is “Never hide”. Viral videos made for this message are definitely ones of the most successful I’ve ever seen. Why are they so good and has such a strong viral effect? Because they make people question themselves “Is it true? Could it be true? Or maybe fake?” and also.. question their friends 😉

Released: January 2009
Advertiser: Ray-Ban sunglasses
Campaign: Never Hide
Agency: Cutwater
Director: Minivegas
Country: USA

And from the earlier days:

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