Ray-Ban - It Takes Courage
Fashion / /
The sunglasses brand revealed their new ad campaign.
The campaign slogan is - #ItTakesCourage. It is an ad campaign about the very core idea of the brand itself, the idea to be the best version of yourself.
The visual ad campaign was shot in Los Angeles by world renowned photographer Mark Seliger. If you are not photography fan you at least remember his annual Oscar After Party Portraits for Vanity Fair.
The campaign itself consists eight photos telling the story to be brave to be yourself. It is strongly connected to the DNK of the brand itself. The main characters in the visuals are confident, strong people that are aware of their personal imperfections but do not let it limit them. They bravely fight the society norms, prejudices and stereotypes.
They are not afraid to challenge themselves, push themselves, and go that extra mile. They are not afraid to present themselves with all their individuality, gifts, feelings, flaws and imperfections. They fight for their beliefs. Every one of them is brave in its own way. They are always chose the individual courage over the collective one.
The campaign has the main characters to fight perfection and be brave to fight society norms. It underlines the message to be truly yours, open up and let be vulnerable, face the criticism and help make the world a better place even when their little efforts seem unimportant. The campaign sends the message to be brave and open minded for new beginnings, persistency to fulfil your dreams and face the fears that stop you along the way.
Ray-Ban has always had paid great attention to their visual identity and the way they approach the masses. Their great sunglasses became iconic and the brand just keeps the tradition; be genuine, be brave and be unique.