Released in November 2020, the “You’re On” campaign by Ray-Ban encourages us to enjoy the moment and stay true to ourselves no matter what. Nowadays, people get used to overthinking their lives rather than breathe freely and do various spontaneous things. The campaign is devoted to giving men and women the confidence to live their best life, even when it feels the whole universe is watching; even in the most challenging times, to be “ON.”
“You’re On” celebrates the brand’s timeless essence, offering iconic frames that feel more authentic than ever. The collection includes light metallic and acetate sunglasses and optical frames that express the nonchalant free spirit of the 60s and 70s. Ray-Ban offers some of the most iconic silhouettes from its archives, refashioned in a modern way. All of the glasses can be customized, allowing everyone to fully express their unique sense of style and personality.
This year, Ray-Ban launched the second chapter of the “You’re On” campaign by releasing two new styles: the State Street and Nomad. The latter style is an iconic design from the 80s that has made its comeback in an optical form. Featuring a distinctive square shape and extra curved end pieces, Nomad glasses pay homage to the rock and film industry. Offered in classic black, Tortoise and striped colors, the spectacles create a cool and edgy look.
The State Street is an elegant, square frame, made from acetate and offered in a selection of vintage colors, including Red, Blue, Grey, Green, Bordeaux and a variety of Tortoise. The sunglasses feature a stand-out chunky profile and flared brows, which creates a hard-to-miss retro look. The on-trend acetate temple tips and Ray-Ban logo complete the picture. The frame comes available with classic, polar or gradient lenses.
Playing out in a multi-faceted series of short videos and with the #RayBanElevatorDance TikTok challenge, the second “You’re On” campaign showcases a personal view on style, embodying all things that are daring, spontaneous and free. It’s about living in the breathtaking moment and being your authentic self. Because when you feel you’re at your best, when you’re ON, you can handle whatever life throws at you.