By Natalia Alexa Sy
Having courage is not limited to doing something considered scary or dangerous.
“Opening your heart to somebody takes courage, fighting perfection takes courage.”
Neelam Gopwani, division marketing manager of Branded Lifestyle, Inc., stresses that it takes courage for someone to do even those deemed basic things in life. Branded Lifestyle is the official distributor of eyewear label Ray-Ban in the Philippines.
And for Gopwani, courage happens “when you wear a pair of Ray-Ban.”
From its nine-year “Never Hide” campaign, the eyewear label now calls on the youth to be courageous with its new message “It Takes Courage.”
Assistant Trade Marketing Manager Sabu Cabahug explains that courage can be found in the most mundane daily activities, and “doesn’t necessarily have to be as grande as going sky diving or getting up on stage.”
In essence, the brand simply stands for having the courage to be original instead of following the status quo.
The #ITTAKESCOURAGE campaign tackles six courageous acts that encourage the youth to step out of their comfort zone, and features five new styles in Ray-Ban’s latest collection: Clubround, Gradient Flash, Double Bridge Story, Metal Heroes and Active Lifestyle.
Fight Perfection
Ray-Ban believes that #ITTAKESCOURAGE to ignore society’s definition of what’s attractive and instead appreciate being different. Featuring the Aviator with Gradient Flash Lenses, the brand encourages their consumers to fight perfection in a society that pressures the youth to fit into a certain mould that is deemed “perfect.”
Face Critics
#ITTAKESCOURAGE to be outspoken and passionate despite the negativity and criticism out there. Highlighting the classic Round, the second act reminds people how courageous it can be to pursue a dream without fearing judgment.
Start New
Cabahug predicted that by this year, metal will be the newest trend that everyone will be wearing. In fact, most of their collection is going full on metal. Metal Heroes comes in three different designs: A Clubmaster-inspired model, Erika metal and rimless caravan. The message behind this is that #ITTAKESCOURAGE to leave all the negativity and baggage behind and start new, preferably in stylish metal shades.
Push Yourself
Ray-Ban introduces the new Flash Lens—putting a twist on the classic flash lens by adding a gradient. Just like the message behind this act of courageousness, the Gradient Flash pushes the boundaries by continuing to surprise Ray-Ban consumers with new and innovative style. Outlined by black rims that emphasize the shine of the mirror shades with a metal frame, a pair of Flash Lens now makes it easier to break through barriers.
Unplug
In this day and age of social media and online dating, Cabahug explained that “something as simple as ditching the screen to have a real conversation” takes courage. Ray-Ban, along with their featured Round frames, encourages the youth to unplug and experience life outside social media.
Open Your Heart
Cabahug explained that this act doesn’t just apply to lovers and romantic partners. #ITTAKESCOURAGE to be transparent and vocal when it comes to expressing emotions, may it be towards a sibling, a complete stranger or a friend. This sixth act of courage features the newest and latest Ray-Ban legend—the Clubround, a combination of the brand’s two most successful trends: Clubmaster and Round models. Created with premium quality acetate and metal, the phantos sun-shaped frames guarantee protected and clear vision.
The recent launch of Ray-Ban’s new campaign, held at Vinyl on Vinyl Gallery, served as a showcase of the brand’s latest collections along with older models—to give the guests a preview of how far the eyewear brand has come.
The gallery was decorated with neon red lights that gave off a grungy and youthful vibe that Ray-Ban represents. An electrifying performance by Filipino rock band Pupil and lead singer Ely Buendia capped off the event.