NEVER HIDE
A BOLD STAND
FOR AUTHENTICITY
OVERVIEW
Ray-Ban’s “Never Hide” campaign was a global movement that championed authenticity and self-expression. The campaign aimed to reinforce Ray-Ban’s position as the go-to brand for individuals who embrace their uniqueness and stand out from the crowd. The challenge was to create a campaign that resonated with a diverse audience while staying true to Ray-Ban’s legacy of rebellious style.
CHALLENGE
Ray-Ban faced increasing competition from emerging eyewear brands that targeted younger consumers with trendy and affordable options. The challenge was to reignite the brand’s connection with its core audience—individuals who value quality and authenticity—while attracting a new generation of customers who might be drawn to the brand’s heritage and iconic status.
STRATEGY
Pathfinders developed a strategy that focused on celebrating individuality and the courage to be oneself. The “Never Hide” message was crafted to appeal to those who defy social norms and express their true selves, regardless of judgment. The campaign was designed to be highly visual, utilizing a mix of traditional and digital media to reach a wide audience. Social media played a key role, with user-generated content and influencer partnerships amplifying the campaign’s message.
EXECUTION
The “Never Hide” campaign was launched with a series of striking visual ads featuring real people, not models, in everyday situations, showcasing their unique styles and personalities. These visuals were paired with powerful messaging that encouraged viewers to embrace their authenticity. The campaign rolled out across multiple platforms, including print, digital, and outdoor advertising. Social media channels were flooded with #NeverHide, with users sharing their own stories of elf-expression. Influencers and celebrities were also engaged to share their personal interpretations of the “Never Hide” philosophy, creating a ripple effect across their fan bases.
RESULTS
The “Never Hide” campaign was a resounding success, achieving significant brand recall and engagement across all target demographics. Social media saw a 200% increase in brand mentions, and the hashtag #NeverHide became a trending topic on multiple platforms. Sales of Ray-Ban products saw a 30% uplift during the campaign period, and the brand successfully reestablished its connection with both existing and new customers. The campaign also won several industry awards for its creative execution and impactful messaging.