Overview
It's likely you've seen one of these films without realising what they were selling, or indeed that they were selling anything at all. Ray-Ban's latest marketing campaign, Never Hide Films, aims to promote the brand through the spread of interesting and often hilarious viral films, which simply feature the iconic sunglasses somewhere in the film, usually casually. Created by Cutwater, it's another in a long line of recent campaigns employing creativity as a means of capturing the attention of worldwide audiences, and taking advantage of the rapid synapses of the internet as a means of doing so, much like Dentsu London's Sound Sculptures campaign for Canon Pixma that we covered last month.
Here are some of our favourite Never Hide Films.
Static Wizard
https://youtube.com/watch?v=8OePt0fSjqs
Super Chameleon
https://youtube.com/watch?v=KMT1FLzEn9I
Massive Yarn Ball Rolls Through San Francisco
https://youtube.com/watch?v=qMz85A3dZtI
Photocopy Romance
https://youtube.com/watch?v=2amn5PivuM4