With the marketing mastery of the Cutwater ad agency, the Ray-Ban 'Never Hide' campaign promotes sunglasses that are as individual as you are. The first two prints amusingly suggest the extensive labor involved in the manufacturing of quality frames, while the latter posters emphasize the Ray-Ban lifestyle.
Encouraging the concept of exposure, the Ray-Ban 'Never Hide' campaign counters the "hiding behind one's shades" mentality of wearing the product. Fostering an enthusiasm for clarity in the first two ads and in-the-action avidity for the rest, this series of prints constructs a compelling new perception of the product.
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