Luxottica Group – the owner of sunglasses brand Ray-Ban – presents its new communication campaign #Ittakescourage. The communication campaign, shot in L.A. by photographer Mark Seliger, features a series of eight unique creatives focusing on the brand’s DNA: the courage to be yourself.
The protagonists of these shots are people that are being courageous, because they are being brave to be imperfect, thus fighting against the society and its stereotypes, they go beyond their limits and are brave to express and expose themselves, their talents, their emotions.
The #Ittakescourage campaign also lives on social media and on Ray-Ban.com, where users will be inspired and encouraged to be courageous. For instance, for encouraging people to open their hearts, Ray-Ban will create a social experiment to witness two people meet for the first time and ask each other a series of questions, which increase in depth of emotion until they are finally asked to just hold each other’s stare for a full 4 minutes. Or again, as it takes courage to say ‘sorry’ Ray-Ban will investigate if a single ‘sorry’ can make things that are broken whole again by reuniting a critic and the criticised in order to break a plate together symbolizing a break from past.
Lastly, to encourage people to unplug Ray-Ban will document an international group of digital influencers and send them to a location that has every modern amenity save for the internet and document them as they go from plugged in to unplugged.
Ray-Ban Aviator Gradient Flash Lenses in-Fight Perfection
Ray-Ban Clubround Optical and Sun Styles in-Open Your Heart
Ray-Ban Wayfarer in- Face Critics
Ray-Ban Liteforce Wayfarer in-Face Your Fears