# Guerilla Sunglasses Advertising (UPDATE) The Ray-Ban Never Hide Campaign Changes Tactics By Jordan M | Published 2011-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ray-ban-never-hide-campaign References: [adverblog](http://www.adverblog.com/archives/003009.htm) & [paper-plane.fr](http://www.paper-plane.fr/2011/01/guerilla-pour-ray-ban/) The [Ray-Ban](https://www.trendhunter.com/trends/rayban-meta-smart-glasses) Never Hide campaign began as a simple message communicated through traditional advertising means, but its latest incarnation has taken it in an exciting new direction. Whereas the original Ray-Ban Never Hide Campaign featured scaffolding posters meant to advertise clear glasses, the new version utilizes [guerrilla tactics](https://www.trendhunter.com/trends/mwcurated) to update the brand as new, fresh and exciting. In addition to having some really cool posters and exhibits all over the world (such as a Sphinx statue sporting some novelty Ray-Bans), the campaign also features an awesome concept that allows Ray-Ban wearers to have their faces temporarily displayed in Time Square on [huge billboards](https://www.trendhunter.com/trends/3d-billboards). ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 23% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Guerilla Advertising:** Opportunity for companies to adopt unconventional advertising tactics to make their brand more exciting and memorable. - **Interactive Marketing:** Potential to engage consumers through interactive campaigns that allow them to actively participate in brand promotion. - **Outdoor Advertising:** Growing trend of utilizing unique and eye-catching outdoor displays to capture consumer attention and create brand awareness. ### Sectors Adopting This - **Eyewear:** Eyewear companies can explore innovative marketing strategies to differentiate their brand and appeal to a wider audience. - **Digital Advertising:** Opportunity for digital advertising agencies to create interactive campaigns that leverage technology to captivate consumers. - **Tourism and Travel:** Travel destinations can implement guerrilla advertising techniques to attract attention and stand out from competitors in the industry. ## Related on Trend Hunter - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Digitally Enhanced Shopping Experiences](https://www.trendhunter.com/trends/rayban-boutique.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [Color-Changing Eyewear](https://www.trendhunter.com/trends/rayban-original-wayfarer-change-transitions.md) - [Dynamically Redesigned Sunglasses](https://www.trendhunter.com/trends/the-blacked-out-collection.md) - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Demure Display-Equipped Eyewear](https://www.trendhunter.com/trends/meta-rayban-display-sunglasses.md) - [Rapper-Debut Eyewear Collections](https://www.trendhunter.com/trends/blacked-out-collection.md)