Manila (Philippines) – leading eyewear brand Ray-Ban is celebrating its 75th
anniversary through its Ray-Ban Legends
communication campaign. Branded
Lifestyle, Inc., exclusive distributor of Ray-Ban in the Philippines is
spearheading initiatives that highlight the commemoration of Ray-Ban’s 75
remarkable years in the industry – from its historically relevant beginnings to
its iconic status at the present.
Ray-Ban Legends tells the history and the spirit of 75 years of being
yourself and freely expressing your beliefs and personality. Since its creation
in 1937 and up to the present day, honouring the values of authenticity and
uniqueness constitutes the DNA of Ray-Ban.
Icons and legends of the past, present and future: this is the key
message of Ray-Ban Legends. Shot by photographer Mark Seliger in California,
the campaign frames seven legendary moments (one per decade), each inspired by
a real life and particularly iconoclastic figure. Every character wears a
Ray-Ban Icon. Each image evokes a specific story and is epitomized by the chromatic
tones that are faithful to the relevant decade...
(black and white, sepia and,
naturally, color).
The result is an extraordinary gallery of powerful images that span an
era, while capturing specific moments in time. In keeping with the Never
Hide spirit, the seven figures unconsciously broke through barriers; their
eyes were open while the world’s were closed.
A group of pilots, the Blue Devils, in the 1930s; a writer’s
“relationship” in the heart of America in the 1940s; a singer-songwriter who worked
with Elvis Presley in the 1950s; an English socialite in the 1960s; a boy and girl
falling in love during a protest in the 1970s; the nightlife of three girls in
the 1980s, and a courageous rapper in the 1990s.
The Hero Products
Style, tradition and freedom of expression are
the key values underpinning the philosophy of Ray-Ban, for generations the
undisputed world leader in sun and prescription eyewear. Ray-ban debuted in
1937 with the Aviator model created for American Air Force pilots.
Unaffected by the conceptual transience of
fashion, Ray-Ban immediately made a name for itself, thanks to the absolute
quality and authenticity of its eyewear, now more “modern” than ever and worn
by countless movie celebrities and trendsetters all over the world.
For 2012 and Ray-Ban’s 75th
anniversary, the hero products are the Ray-Ban Aviator in its different shapes,
with new original details and unique heritage lens –the Ambermatic, and the
modernized classic, pairing flair and style with technology and convenience – the Folding Aviator.
The
Ambermatic.Original Ray-Ban Ambermatic lens from 1978 are reintroduced for
the first time into the Ray-Ban Collection. These lenses adjust both color and
density for light and weather conditions. Under overcast skies, they are light
to medium shade of amber/brown to cut through haze; it improves contrast and
sharpens details.
They are also premier sports lens that adjusts
from light amber/brown to dark gray/brown to meet
changing weather and glare conditions. They
always retain high contrast features, also best for driving on overcast days.
The
Folding Aviator.The Aviator was the first model launched by
Ray-Ban which proved to be a success in the market. Over time, it has become
one of Ray-Ban’s icons and best-sellers and the most imitated sunglasses in the
world. It would be recognized as an American design classic.Combining tradition
and innovation, Ray-Ban has come up with the Folding Aviator, the same
technology applied previously to the Ray-Ban Folding Wayfarers. This is an
Aviator you can flaunt and bring with you everywhere you go.
Eye Statement (Branded Lifestyle's - company that grew Ray-Ban in Philippines) : Facebook | Twitter | Instagram
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