| NEWS 07.02.08 4:46 PM |
PRINT | SEND TO A FRIEND |
|
| Ray-Ban Hires Actors to Stop Traffic, Garner Attention |
|
 |
The group stared up at artist Ron English's six-story Ray- Ban billboard for 20 minutes before disbanding.
Photo: Jemal Countess
|
|
|
The best way to ensure people do something is to pay them for it. It worked for Ray-Ban on Tuesday when the company brought attention to its newly unveiled advertisements by sending 100 sunglasses-clad actors to a busy intersection to stop and stare at the billboard.
Word of an impending stunt gathered buzz in previous weeks when an ominous press release promised that Ray-Ban would stop traffic on July 1. And stop traffic it did. The guerilla team arrived south of Herald Square just after lunch, stopped in the middle of the crosswalk, and stood staring at the new billboard. Cars were gridlocked and eyes quickly turned from the frozen crowd to the object they were gazing at. Inspiration for the stunt came from the group Improv Everywhere, who famously sent 207 people to stand completely still in Grand Central Station in one of their many public pranks. Northbound traffic at the intersection of 31st Street and Sixth Avenue didn’t move for almost 20 minutes.
The billboard in question, the first of five unveiled yesterday, was designed by artist Ron English. Artists Tara McPherson, Scott Alger, Queen Andrea, and Toofly all contributed their talents to designing the four others stationed throughout Manhattan. All five billboards will be on display for the rest of the month.
The effort was just one part of “Project Colorize,” a joint venture between Marie Claire magazine and Ray-Ban to launch the new colors of the company's popular wayfarer line. To cap off the day of promotions, Ray-Ban threw a party at Henri Bendel. The department store currently features two prominent windows devoted to the new sunglasses.
—Michael O'Connell
RELATED TOPICS
Ray-Ban, Marie Claire
MORE NEWS STORIES
Lincoln Center Taps Former Vogue Planner Wolkoff to Run Fashion Week
Poll Results: 2010 Event Budgets Look Bigger
Australian Nonprofit Uses Facial Hair for Guerrilla Cause Marketing
Fashion's Night Out to Return in 2010
In the News: Waterford Recommits to New Year's Bash, Magazine Events Thrive and Falter
MORE STORIES ABOUT RAY-BAN
Marketers Consider Coachella Too Important to Skip in Lean Times
Levi's and The Fader Team Up for Massive South by Southwest Performance Series
Ray-Ban Asks New Bands to Sing Old Songs for Retro Eyewear Launch
MORE STORIES ABOUT MARIE CLAIRE
How Improv Stunts Are Inspiring Guerrilla Marketing Efforts
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Happy Monkey Studio
This dramatic boutique event space and photo studio, smack in New York City's fashion district, offers private, street-level access (and a storefront you can own), 2,250 square feet of luscious white space with 20-foot ceilings (making for a blank canvas), a mezzanine client area, a kitchenette, and a bathroom with shower. The studio can hold 125 guests and offers high-speed Wi-Fi and a new A/C system. More >>
EMAIL THIS RESOURCE |
|
Cambridge Security Services Corp.
Cambridge Security Services provides highly trained, motivated security personnel for events around the United States. By working with several major companies, Cambridge is able to use their extensive national network of more than 3,500 police officers and 200 security companies to provide quality security services for a variety of events, ranging from concerts to warehouse sales, sporting events, Broadway shows, and trade shows. More >>
EMAIL THIS RESOURCE |
|
World Wide Events Ltd.
World Wide Events is defined by haute cuisine and the philosophy that the client is always first. With an impressive client list, they cater to the most demanding of New York. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
