- South Africa
An engagement platform for the world’s number 1-eyewear brand at South Africa’s most iconic music festival.
Ray-Ban enjoys an iconic heritage, standing for those that live boldly, that never hide what they believe in and have the conviction to believe they can change the world.
We needed to activate the brand at Oppikoppi, creating tangible brand engagement and recruiting festival goers into The Order of Never Hide, Ray-Ban’s consumer database.
Oppikoppi is South Africa’s iconic music festival. It’s an environment where normal rules don’t apply – attendees seek out moments that elevate their overall experience, moments that will become lasting memories for years to come.
The House of Never Hide, was a bespoke Ray-Ban structure and activation hub, creating unique opportunities for guests to engage through acts of courage in the name of change.
By signing up to The Order of Never Hide, guests had the opportunity access unique T-shirt customization, hand poke tattoos as well as an ongoing live photographic exhibition from a team of filed photographers across the festival.
The House of Never Hide was also full equipped with a full bar area and viewing deck located off the James Phillips stage for a unique live music viewing experience throughout the festival.