Ray-Ban communicates a new way of looking
Ray-Ban chose a surprising location, the garage of the Meazza Stadium at San Siro, to stage for the Italian and international press a spectacular event inspired by Change Your View, the theme that identifies Luxottica's brand communication campaign for Spr/Sum 2005.
The evening was the occasion for the preview presentation of 'Go up', Ray-Ban's new film for TV, created by McCann Erickson Italia, which will be screened in all of Europe's leading markets, starting in Italy on 17 April 2005.
During the evening, young performers representing the protagonists of the Ray-Ban film took over the garage at the San Siro Stadium, where the scene had been set for Ray-Ban with entire walls of video screens and lighting. The garage space was totally made over to create an absolutely personal visual impact that is different and unique. In perfect Ray-Ban style, the young metropolitan travellers burst onto the scene in two cars. Involving other performers, they climbed onto the roofs of the moving cars and anticipated the movements of the protagonists of the Go up film. After the performance, there followed a 180-degree projection of the film as the imposing walls of video screens and a thrilling show of sound, light and images immersed guests in the moods and atmospheres of the Ray-Ban world.
Set in the vibrant contemporary metropolis of Buenos Aires, Go Up offers a thrilling sequence of modern heroes in a crescendo of upward-oriented action that develops each character's personal point of view. Anything and everything becomes the ideal way for to climb higher and change point of view. The ascent ends on the highest roof, with the satisfaction of a 360-degree panorama over the city.
The new film was directed by Paolo Monico, one of Italy's most respected advertising and music video directors. It took four days, and intense effort from the 80-strong troupe, to shoot 'Go Up'. The 15 actors and more than 150 extras took it in turns to reinvent the city of Buenos Aires, where the film is set, in line with the Ray-Ban philosophy.
'Change Your View', the message selected by Ray-Ban for the 2005 communications campaign, is addressed to all those who, like the Ray-Ban heroes in the film, are able to look at the world through new eyes, eyewear users who are ceaselessly searching for new, unique points of view and unexpected perspectives. The 'Change Your View' claim embodies Ray-Ban's values and way of life. Ray-Ban has always soared above time and passing fashions, asserting its own unique, personal style.
