Luxottica Group – the global leader in premium eyewear and owner of iconic sunglasses brand Ray-Ban – presents its new communication campaign #Ittakescourage.
The communication campaign, shot in L.A. by photographer Mark Seliger, features a series of eight unique creatives focusing on the brand’s DNA: the courage to be yourself. That courage that is not the absence of fear, but the triumph over it, that is not just physical bravery but is what pushes people to face their fears and to go beyond their limits.
The protagonists of these shots are people that are being courageous, because they are being brave to be imperfect, thus fighting against the society and its stereotypes, they go beyond their limits and are brave to express themselves, their talents, their emotions. All of them are being brave in their way – you just do not have to jump from a plane with a parachute to be courageous.
Be courageous doesn’t only mean by start doing something. Sometimes, it takes courage to stop doing the thing that we believe it is not right to do. Unplugging to the virtual world and connecting with the real world takes courage too.
This #Ittakescourage campaign also lives on social media and on Ray-Ban.com.
