Hiding from the sun only makes us want it more
Ray-Ban have a long been the advocate for ‘Never hiding’. A contradictory statement as when someone wears glasses, it is an act that hides one thing from another. The sun from your eyes, the outside world from what you’re thinking et al.
‘Never Hiding’ usually depicted in their communications in a singular manner whereby one person is either brightly coloured (graphic treatment or colour of the glasses) or tearing up the town (behaviour), wearing the iconic Ray-Ban sunglasses.
What’s really interesting with this expression of the Ray-Ban brand values is the move from singular to group activity. Why try and convince one person at a time, when we can collectively convince multiple…
The execution will likely provide a great amount of data insight to help understand people’s wants and actions with regards to the sun and to wearing sunglasses. Currently the app is only available for use within Manhattan, and while seemingly limited, this app holds true to the birthplace of Ray-Bans and will also be a nice testing ground before rolling the app out worldwide.
on Vimeo http://bit.ly/J7lOPb
An app that helps people experience the sun within a city of tall buildings, either singularly or in a group.
based on physical needs,
- Intimacy – gentle sun provides a warmth like that of a shared intimacy. And those who share the sun’s warmth, share that intimacy and create feelings of community.
- The rejuvenation and feeling of rebirth through light.
that highlight product benefits.
People will generally wear sunglasses when exposed to the sun. Through the quality of the lenses and the utility of the app people are reiterated the message of ‘Never Hide’ – Ray-Bans motto.