Luxottica has announced a massive global campaign for Ray-Ban's 70-year anniversary. It kicked off on March 7 with a New York celebrity party, attended by the likes of Spike Lee, the well-known film director, and was followed up with the projection, from March 8 to March 13, of images of people wearing the glasses on 12 screens in Times Square.

The company is estimated to be spending about $30 million on a global Spring/Summer campaign for Ray-Ban around the theme ?Never Hide.? The brand's previous motto was ?Genuine since 1937.? The campaign targets 18 to 29 year-olds, prompting them to express themselves and to involve them in the promotion of the iconic brand by uploading their own pictures to the Ray-Ban website, which will feature a gallery of all the pictures collected.

The policy of using user-generated contents follows a trend already used by other leading brands like Converse and Dove. The Ray-Ban campaign, which has TBWA Chiat\Day San Francisco as its creative agency and Carat International-Vizeum as its media planning agency, will also heavily invest in print and outdoor locations.

Luxottica bought Ray-Ban from Bausch & Lomb in 1999, when the brand sold about 6 million pairs a year, and turned it into a leading eyewear brand after a thorough restructuring leading to annual double-digit growth. Last year Ray-Ban sold 14 million pairs and generated revenues of €1.4 billion, and Luxottica aims to push sales to 20-25 million units in the next three to five years.