Ray-Ban launches its newest campaign by encouraging individuals to do the things they’ve always been afraid to do. Whether it’s getting a tattoo for the first time, performing onstage in front of a crowd, or having the guts to sketch an artist, the eyewear brand advocates accepting one’s individual self and going beyond his or her comfort zone.
The #ItTakesCourage global campaign took flight in the form of an underground party, where Manila’s bright young creatives and personalities gathered for a night of uninhibited self-expression. Held at the Vinyl on Vin
yl Gallery, known for its young and fresh art exhibitions, Ray-Ban gave the room an industrial vibe through neon lights, mesh wires, and deconstructed installations. Aside from a display of the #ItTakesCourage campaign story, guests were challenged to test their courage through the activities Ray-Ban had in store for them. In “Open Your Heart,” guests were challenged by painter-illustrator Tokwa Peñaflorida to sketch him in order for him to sketch their portrait too. For “Fight Perfection,” Ray-Ban partnered with ink kings P&P Tattoo to dare guests to get inked on the spot. To help them take on these challenges, Hennessy, Belvedere, and Miller Genuine Draft provided free flowing “liquid courage” all night long.
Entertaining the crowd throughout the night were stellar performances by rock icon Ely Buendia and Pupil, 6 Cycle Mind, and awesome DJ sets by DJ Mars Miranda, DJ Ron Poe, Kat DJ, and DJ Ace Ramos. Seen playing foosball and riding Ray-Ban scooters were celebrities Richard Juan, Pat Sugui Marco Gumabao and Danita Paner, fashion designer Mark Bumgarner, artist Carla Humphries, athlete Michelle Gumabao, DJ Nix Damn P, and models Janna Tee, Brent Javier and Victor Basa.
The Ray-Ban #ItTakesCourage campaign is meant to inspire and encourage all kinds of courage. It’s easy enough to coast through life without breaking a sweat, but deep down we know that life begins at the end of your comfort zone.