Luxottica is the global leader in luxury and premium eyewear. The Italian company designs, manufactures and distributes the most classic eyewear brands in the world, such as the iconic Ray-Ban.
In 2016, Ray-Ban launched #ItTakesCourage, an extensive campaign comprising 8 parts with a focus on the brand’s DNA: the courage to be yourself. In Mexico, where Ray-Ban has a strong presence, the brand wanted to convey the message through the lenses of urban art.
We invited a couple of urban Mexican artists to give their version of what would be an act of courage for them, inspired by the 8 pillars of the #ItTakes Courage campaign: Open Your Heart, Fight Perfection, Face Critics, Do Your Part, Push Yourself, Start New, Unplug, and Face Your Fears. After a period of negotiation, we got a wall in Mexico City, where the artists expressed their courageous interpretations in the form of graffiti.
We also produced a video, 8 Actos de Coraje en la Ciudad, with the two main artists involved in the action, Alex y Jenaro. In the film, they explain why they do urban art and how it is an act of courage.
We told an inspiring story and created a bond between the brand and the new generations. This story led to different other activations and events across Mexico during that year, like the #ItTakesCourage activations for the Vive Latino and Pa’l Norte Festivals.
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