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Eye of Riyadh
Beauty & Style | Sunday 26 May, 2019 5:46 pm |

RAY-BAN Celebrates First-Ever #ProudToBelong Campaign in Jeddah

The iconic eyewear brand hosted the first EMEA-wide campaign, #ProudToBelong, at Beydoun Space, Jeddah, KSA. The millennial crowd of the West Coast partied Ray-Ban Style, as they enjoyed an unforgettable night with DJ Hassan Ghazzawi, followed by surprise live performances from hip-hop artists 2Fitch, Randar, Alyoung, and Ameer. Interactive corners allowed Ray-Ban to drive their message home, while giving guests the perfect instagram backdrop! 

The event was attended by Jeddah’s top YouTube Vloggers and online influencers, including. the Saudi Reporters brothers, Abdulaziz Bakr and Abdullah Bakr, Moiyad Ba, Ali Alsharief, @ShoesandDrama, Ahmad Almalki, and style influencer Nirvana Abdul & many more!

“Coming from different places mean we have different values, traditions, and roots, but despite these differences, there is a special connection we can all share through our memories and sentiments,” stated Verena Morhardt, House Brand Business Manager and Lens Business Leader. “Celebrating and defining each of our own’s individualities together is what our campaign is about and we believe that this is truly what makes us #proudtobelong.”


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

Every one of us is on a unique journey. But no matter where you’re headed to, one thing is for certain – life moments set our paths: the laughter, the rush, the tears - these real moments of connection shape who we are. Embracing these moments, throwing ourselves headfirst into every part of the journey – that’s when we find our path to belonging and where we can be our real selves. It’s not just about belonging, it’s about being proud of it.

Celebrating the shared moments that connect us, the #PROUDTOBELONG campaign focuses on three key sentiments that bring to life the very essence of our products: vulnerability & empathy, passion &joy, and confidence & pride.


2019, marks not only an important year for a new communication campaign to be launched, but also the year of the go live of the Ray-Ban Certified Reseller Program in the Kingdom of Saudi Arabia. The objective is to help consumers in finding original Ray-Ban products in Authorized Resellers who can provide a qualitative shopping experience.

Furthermore, for the brand it is a big step in gaining greater credibility and recognition, differentiating and enhancing both the brand leadership in the sector and the opticians who believe in its value. This project is aimed at building and consolidating a quality culture as much in the service and sales outlets as in the end product to inform consumers where they can enjoy quality shopping experience with a wide range of products. Subsequently, it will be a major milestone in valorizing and protecting the brand. 

The battle against counterfeiting is an important issue for our brand, which is constantly engaged in combatting the sale of fake models, made with substandard materials and potentially harmful to health.

The Ray-Ban Certified Reseller Program helps consumers in identifying point of sales that are Authorized Resellers selling original Ray-Bans and provide a qualitative shopping experience. While at the same time helping the brand and retailers in the battle against fake to protect and safeguard the value of a brand like Ray-Ban.

Ray-Ban has created a distinctive, simple and immediate logo sticker that will be placed on the retailers’ doors authorized as “Ray-Ban Certified Resellers” bearing a QR code making it easy for consumers to verify on the official store locator if the door is authorized.

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