This campaign went beyond the traditional lifestyle media (TV, magazines) to really hit the streets and let consumers experience the product firsthand. The mobile media mix of tram & smartphone brought the new product range of Ray-Ban to life in an innovative way.

- 3 Trams reached 4.5 million travellers

- 2.2 million impressions of #nofilterjustrayban on social media

- For 2 months there were on average 500 pictures with #nofilterjustrayban uploaded every week

- Worldwide coverage by over 250 blogs, including design and fashion blogs, giving the campaign additional worldwide coverage with RayBan’s Targetgroup