Case study Ray-Ban


2012 marked the 75th anniversary of “Ray-Ban” the international iconic sunglasses Brand.


Being 75, The Brand needed to strengthen the connection with the younger Israeli audience, and celebrate with them 7 decades of legendary iconic styles.

The Idea

To immortalize the Brand’s success and spirit that inspires young generations to be true to themselves, we launched the “Never-Hide” campaign.

Tel-Aviv, The youngest most stylish city is in Israel transformed over night to a 75th anniversary Party for Ray-Ban.

In addition to the ATL campaign, we launched a Promotional activity:

Late at night, Ray-Ban teams filled the main streets of Tel-Aviv with red Party Balloons, each one attached to an actual Ran-Ban Replica glasses. Inside each pair, people received an invitation toparticipate in an award winning contest and discounts in the nearest Ray Ban store.

Our Success 

During the Celebrations, Thousands of Israelis attended Ray-Ban stores throughout Israel, and celebrated with us our 75th anniversary. Brand Awareness raised to all-time record, and sales went up in the following years.