Monday, October 8, 2012

RAY-BAN 75TH YEAR ANNIVERSARY: THE LEGEND LIVES ON (+CONTEST)

Leading eyewear and legendary brand Ray-Ban is celebrating its 75th anniversary through its Ray-Ban Legends communications campaign with initiatives spearheaded by Branded Lifestyle, Inc., (exclusive distributor of Ray-Ban in the Philippines) highlighting the commemoration of Ray-Ban's 75 remarkable years in the industry - from its historically relevant beginnings to its iconic status at the present.

Icons and legends of the past, present and future: this is the key message of Ray-Ban Legends. Shot by photographer Mark Seliger (who got his first taste of the legendary brand at the age of 13) 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.
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 a girl falling in love during a protest in the 1970s
the nightlife of three girls in the 1980s
a courageous rapper in the 1990s
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.

For generations, style, tradition, and freedom of expression are the key values underpinning the philosophy of Ray-Ban as the undisputed world leader in sun and prescription eyewear.

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.

top to bottom: Shooter (Php 10,990), Aviator Classic silver and black frame (Php10,990), Aviator Classic w/ Curved Temple Tips (Php13,990)
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.
Folding Aviator at Php10,490
Wanna be part of the legend? Here's how: By the way, 8 Ray-Ban eyewear are up for grabs!

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