Legendary brand Ray-Ban is inviting its fans to change the world this summer by being true to themselves and openly expressing their beliefs, world-changing ideas and deepest confessions.
Ray-Ban launched #Campaign4Change and #SpeakTheTruth in Malta at two high profile party events this week, Isle of MTV in Floriana and Duke Dumont at Cafe Del Mar, where they set up specially-designed lodges as part of its ongoing Never Hide project.
The Ray-Ban lodges incorporated body-painting dares, a graffiti wall and a factory of customised t-shirts, as well as the latest Ray-Ban sunglasses collection.
“The Never Hide tagline encourages brand loyalists to wear their Ray-Ban sunglasses proudly—and flip the notion that they’re hiding behind their sunnies. We had an amazing response at both Café del Mar and the Isle of MTV events last week, where we met many party animals with plenty of #Campaign4Change spirit,” said Helena Tua at Ray-Ban Malta.
Those daring enough to have their body covered in vibrant body paint were rewarded a free pair of Ray-Ban sunglasses. Meanwhile, those opting for a smaller piece of body art received Ray-Ban vouchers and Ray-Ban freebies, depending on how adventurous they felt.
One of Malta’s top graffiti artists, Justin Bonnici was also present, creating a graffiti wall using colourful chalk and spray cans. Those present also had their most honest confessions printed on a customisable t-shirt in the #SpeakTheTruth section which they could take home.
The Maltese edition of the campaign, brought to the island by Class Optical, Ray-Ban’s official representatives in Malta, is also organised in other countries worldwide.
Brand loyalists are encouraged to use the hashtag #Campaign4Change and #SpeakTheTruth to pitch their world-changing ideas on www.ray-ban.com/malta and beyond.
A Ray-Ban lodge will also be set up at the MFCC during Creamfields on August 14th.
Ray-Ban’s official outlets in Malta can be located via www.eyewear.com.mt. For more informatio about the campaign and images, visit www.ray-ban.com/malta.