Ray-Ban asks people to face their innear fears in new campaign - #ItTakesCourage

Luxottica Group, the global leader in premium eyewear and owner of iconic sunglasses brand Ray-Ban, has rolled out its new communication campaign #Ittakescourage.
 

The communication campaign, shot in L.A. by photographer Mark Seliger, features a series of eight unique creatives focusing on the brand’s DNA: the courage to be yourself. That courage that is not the absence of fear, but the triumph over it, that is not just physical bravery but is what pushes people to face their fears and to go beyond their limits.
 

The protagonists of these shots are people that are being courageous, because they are being brave to be imperfect, thus fighting against the society and its stereotypes, they go beyond their limits and are brave to express and expose themselves, their talents, their emotions. They have the courage to take decisions or to stand up for what is right, to act in accordance with their beliefs, in spite of criticism. All of them are being brave in their way - you just do not have to jump from a plane with a parachute to be courageous.
 

This #Ittakescourage campaign also lives on social media and on Ray-Ban.com, where users will be inspired and encouraged to be courageous.
 

For instance, for encouraging people to open their hearts, Ray-Ban will create a social experiment to witness two people meet for the first time and ask each other a series of questions, which increase in depth of emotion until they are finally asked to just hold each other’s stare for a full 4 minutes. Or again, as it takes courage to say ‘sorry’ Ray-Ban will investigate if a single ‘sorry’ can make things that are broken whole again by reuniting a critic and the criticized in order to break a plate together symbolizing a break from past. Lastly, to encourage people to unplug Ray-Ban will document an international group of digital influencers and send them to a location that has every modern amenity save for the internet and document them as they go from plugged in to unplugged.

Ray-Ban Liteforce Wayfarer in FACE YOUR FEARS The courage to acknowledge your fears and take them head on.

FACE YOUR FEARS

The courage to acknowledge your fears and take them head on.

 

Ray-Ban Aviator Graient Flash Lenses in

 

FIGHT PERFECTION

The courage to reject society’s stereotypes and be who you truly are.

OPEN YOUR HEART

The courage to be vulnerable in the name of love in all its forms.

DO YOUR PART

The courage to make a positive contribution to the world even when it’s tough.

FACE CRITICS

The courage to open up and expose yourself to embarrassment, rejection or unpopularity.