Thursday, October 4, 2012

Ray- Ban 75th Year Anniversary: LEGENDS and 7 Images That Broke Barriers

75 Legendary Years of Ray-Ban

Manila (Philippines), September 2012 – 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, colour).

My first pair of sunglasses were Ray-Bans. I used to borrow my older brother’s gold-rimmed aviators with the green lenses, not always with his permission, and I suddenly became the coolest 13 year-old in Texas. So when they approached me to shoot the 75th anniversary campaign, it seemed like the ultimate creative dream, especially since I had lived through a couple of those decades” says Mark Seliger.

It was one of those opportunities that doesn’t come around too often, and I really enjoyed being a part of the creative team. Our Creative Director Erik Vervroegen proposed scenarios that were photographic, iconic, controversial and fun, and it seemed like the perfect fit for what I do and what the Ray-Ban brand represents” continues Mark Seliger.


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.
 AVIATOR CLASSIC
RB3025 006/4A
FRAME: BLACK MATT
TEMPLE TIPS: BLACK
LENSES: AMBERMATIC
SRP: 10,990

SHOOTER
RB3138 001/4A
FRAME: SHINY GOLD
TEMPLE TIPS: MATHERPEARL
LENSES: AMBERMATIC
SRP: 10,990

AVIATOR CLASSIC WITH
CURVED TEMPLE TIPS
RB3407 003/4A
FRAME: SHINY SILVER
TEMPLE TIPS: MATHERPEARL
LENSES: AMBERMATIC
SRP: 13,990.00


 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.
SRP: 10,490.00





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