Two Golden Lions awards for Luxottica’s “Legends”
The Ray-Ban communication campaign won two awards at the 59th International Festival of Creativity
Luxottica Group, the owner of the Ray-Ban brand and world leader of the premium eyewear sector, was presented last night with two Golden Lions awards in the Apparel, Footwear and Accessories and Photography sections of the PRESS LIONS category for its Ray-Ban Legends communication campaign.
Launched in April, Ray-Ban Legends is about the history and spirit that have animated the Never Hide philosophy for 75 years: the courage to be yourself and freely express your thoughts and personality. Ever since it was created in 1937, Ray-Ban has honored the values of authenticity and uniqueness that are the true expression of this legendary brand's DNA. The legends of the past, present and future: this is the key message of Ray-Ban Legends.
Photographed at the end of January on the set created in California by Mark Seliger, the campaign shows seven unforgettable moments (one for each decade) inspired by episodes from real life and by particularly iconoclastic individuals. All the personalities wear one of Ray-Ban's iconic models. A specific story is depicted in each of the visuals, faithful reproductions of the atmosphere and nuances of the relevant decade (black and white, sepia and, of course, color).
Sara Beneventi, Ray-Ban Brand Director, stated: "We are excited about these awards. They are an important recognition for the brand and its fans. Ever since its launch, Ray-Ban has always been authentic, genuine, real and, above all, true to itself". "It is an honor to have won these awards in such an important year in the history of Ray-Ban – additional confirmation of the ability of an exceptionally talented team that has invested passion and creativity in the production of a successful campaign. We can't wait to find out what the future has in store for us and to continue to work on creating messages that are worthy of this brand" stated Luxottica Group Media Advertising & Digital Director Erika Ferszt.