Unique paths, universal emotions: the Ray-Ban #ProudToBelong campaign spotlights the human moments that connect us and let us find our sense of belonging.


Ray-Ban celebrates the importance of the journey. No matter where you’re headed to, one thing is for certain – life' moments set our path.  It’s about throwing ourselves head first into every part of the journey – that’s when we find our path to belonging and where we can be our real selves.

With #ProudToBelong the brand relaunches its own communication platform and inaugurates a story that will continue throughout 2019. It’s a way to strengthen the emotional bond with consumers that, all over the world, choose Ray-Ban products to express their uniqueness and their sense of belonging.

At the center of the campaign are stories of people surrounded by different kinds of situations: from a moped race going wild, to being caught lost in your thoughts, to a passionate night on the dancefloor. Those are stories of everyday heroes that are not afraid of their own emotions and choose to unleash their humanity. The campaign focuses on three key sentiments that bring to life the very essence of our products: vulnerability & empathy, passion &joy, and confidence & pride.

Some of the iconic models of the Ray-Ban collection embody the feelings experienced by the campaign’s protagonists. “Proud to Belong” marks the return of a 70s look from the I-Shape Family, with the Ray-Ban Square, simply-constructed in metal with new Evolve lenses. The Wings II model is all about confidence and pride, whereas the Original Wayfarer is a symbol of passion, authenticity and true iconic style.

The new campaign also marks 20 years since the brand’s acquisition by Luxottica Group, which made Ray-Ban a leading brand, revived its status as a cultural icon and symbol of authenticity and personal style and accelerated its growth through a series of strategic initiatives. Among the most recent initiatives was the debut of Ray-Ban branded prescription lenses and the launch of an innovative retail concept. With the opening of over 200 single-brand stores around the world, consumers  can discover the brand and its products in the most unique and experiential way.

Published on May 06 2019