Ray-Ban is celebrating 75 years by launching a promotional campaign, RAY-BAN LEGENDS, that tells the history and the spirit of this legendary company.
And let me tell you, I love the images coming out of this campaign!
Summed up by Never Hide, this birthday campaign celebrates three decades of inspiring people to be themselves and freely express their beliefs and personality. Since its creation in 1937 and up to the present day, the DNA of Ray-Ban honours the values of authenticity and uniqueness.
Shot by photographer Mark Seliger in California at the end of January, the campaign frames seven legendary moments (one per decade), each inspired by a real life and particularly iconoclastic figure. Every character wears a Ray-Ban Icon. Each image evokes a specific story and is epitomized by the chromatic tones that are faithful to the relevant decade (black and white, sepia and, naturally, colour).
“My first pair of sunglasses were Ray-Bans. I used to borrow my older brother’s gold-rimmed aviators with the green lenses, not always with his permission, and I suddenly became the coolest 13 year-old in Texas. So when they approached me to shoot the 75th anniversary campaign, it seemed like the ultimate creative dream, especially since I had lived through a couple of those decades” says Mark Seliger.
“It was one of those opportunities that doesn’t come around too often, and I really enjoyed being a part of the creative team. Our Creative Director Erik Vervroegen proposed scenarios that were photographic, iconic, controversial and fun, and it seemed like the perfect fit for what I do and what the Ray-Ban brand represents” continues Mark Seliger.
The result is an extraordinary gallery of powerful images that span an era, while capturing specific moments in time. In keeping with the Never Hide spirit, the seven figures unconsciously broke through barriers; their eyes were open while the world’s were closed.
A group of pilots, the Blue Devils, in the 1930s; a writer’s “relationship” in the heart of America in the 1940s; a singer-songwriter who worked with Elvis Presley in the 1950s; an English socialite in the 1960s; a boy and girl falling in love during a protest in the 1970s; the nightlife of three girls in the 1980s, and a courageous rapper in the 1990s.
Ray-Ban was awarded with two Gold Lions at the Cannes Lions 59th International Festival of Creativity 2012 in the PRESS LIONS category in the sections Clothing, Footwear and Accessories and Photography for the RAY-BAN LEGENDS Communication Campaign.