# Scaffold-Fashioned Shades Ray-Ban 'Never Hide' Prints Promote Unsurpassed Sunglasses By Amelia Roblin | Published 2010-10-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ray-ban-never-hide References: [adsoftheworld](http://adsoftheworld.com/media/print/rayban_guy) & [cutwatersf](http://www.cutwatersf.com/#/portfolio/rayban/neverhide/1) With the marketing mastery of the Cutwater ad agency, the Ray-Ban 'Never Hide' campaign promotes [sunglasses](https://www.trendhunter.com/trends/rayban-boutique) that are as individual as you are. The first two prints amusingly suggest the extensive labor involved in the manufacturing of [quality frames](https://www.trendhunter.com/trends/rayban-optics-ctx-collection), 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. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 47% | Activity: 30% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Personalized Eyewear:** Disruptive innovation opportunity: Develop customizable sunglasses that cater to individual style preferences. - **Authentic Marketing Campaigns:** Disruptive innovation opportunity: Create advertising campaigns that emphasize the authenticity and craftsmanship of the product. - **Promoting Lifestyle:** Disruptive innovation opportunity: Design marketing strategies that associate sunglasses with a specific lifestyle and evoke a sense of adventure. ### Sectors Adopting This - **Eyewear:** Disruptive innovation opportunity: Integrate technology into sunglasses to enhance functionality and provide additional features. - **Advertising:** Disruptive innovation opportunity: Explore new mediums and creative approaches in advertising to engage consumers and build brand loyalty. - **Fashion:** Disruptive innovation opportunity: Collaborate with fashion designers to create sunglasses that blend style and functionality seamlessly. ## Related on Trend Hunter - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.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) - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md) - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Demure Display-Equipped Eyewear](https://www.trendhunter.com/trends/meta-rayban-display-sunglasses.md) - [Advanced Co-Branded Sunglasses](https://www.trendhunter.com/trends/rimowa-x-mykita.md) - [Rapper-Debut Eyewear Collections](https://www.trendhunter.com/trends/blacked-out-collection.md)