9.12.2008

Neverhides first viral for Rayban

2 comments:

Anonymous said...

They don’t need to brand it per say because everyone is writing about it. Don’t pay attention to the number of views exclusively, but take a closer look at the number of times it’s been written about… that’s clever..

Let the internet community brand your videos for you…

Marc Zacharoff said...

New information:

Never hide and the rayban viral was created by Cutwater (Omnicom's newest agency).

Here’s what Chuck McBride, ecd of Cutwater had to say:

“It can’t be a fashion brand, but it is fashionable, so what is it? People like them at the comfort level. They’re what they wear when they are most themselves. That’s how we came up with “Never Hide.” These glasses don’t mask who you are, they’re a window to who you are. For the short while, ”Never Hide” is one of the best branding ideas I’ve had. Everyone gets the double entendre; it’s just right strategically for the audience and the client, and it is evoking a truth. And it’s a big idea that a lot of cool executions can live under. We went out to find the biggest truth out in a marketplace that is going label-driven and fashion. It is a nice, disruptive thought.”