Ray Ban at 18th Ypsigrock Festival

The brand joins its reference scenario to present the "Never hide what you're made of" communication campaign

Luxottica Group, the world leader of the premium eyewear sector and owner of Ray-Ban, the iconic sunglasses brand, has announced that Ray-Ban will be the official sponsor of the 18th Ypsigrock Festival. Ypsigrock Festival is Italy's most unique and farsighted alternative-rock festival and benchmark for all aficionados of indie-rock culture.


The 2014 edition of the indie summer festival in Italy will take place at Castelbuono from August 7 through 10, 2014. Since 1997 the Ypsigrock Festival has created a genuine cultural revolution in Italy, with music genres that were once considered niches. It has become the fixed and indispensable appointment for enthusiasts from all over Europe. This is why Ray-Ban has identified it as the one out of many festivals that most represents it. Ray-Ban joins its reference scenario to present the new "Never Hide What You Are Made Of" communication campaign.


The aim of the new campaign is to express the iconoclastic essence of the Ray-Ban brand and its slogan, Never Hide, by proposing models inspired by the pioneers and rebellious spirits who had the courage to challenge the conventions of everyday life. The campaign celebrates the most innovative and avant-garde Ray-Ban collection to date and pays homage to eight extraordinary materials that have been used for the first time to make some of the brand's most legendary and instantly recognizable models. Designed for people who want to enrich their personality, to stand out from the crowd and show what they are made of, the collection combines classic styles and a contemporary character to satisfy all generations of Ray-Ban connoisseurs.


During the Festival, Ray-Ban will be in various locations where you can take up as many challenges as there are innovative materials – the stars of the new "Never Hide What You Are Made Of" campaign. The challenges are open to everyone who registers with the Order of Never Hide, the Ray-Ban digital community that celebrates the happiness of feeling comfortable in your own skin and not being afraid to stand out. The Ypsigrock Festival lineup includes Sun Kil Moon, Wild Beasts, Fanfarlo, Forest Swords and Money as well as Kurt Vile and The Violators, SOHN and Archie Bronson Outfit.