In pictures: Ray-Ban's The Order of Never Hide campaign goes live at Bestival

Eyewear brand Ray-Ban created a live version of its The Order of Never Hide movement at this year's Bestival, which took place from 4-7 September.


Activity, devised by sport and entertainment agency Fuse, involved a live incarnation of The Order of Never Hide, a movement celebrating individuality and eccentricity, with the aim of celebrating 'being comfortable in your own skin'.

The activity overlooked the festival main stage from the site's Magic Meadow area, with the experience enabling Bestival attendees to take part in a series of The Order of Never Hide challenges, including an unforgettable haircut, stare offs with a staring god, blending out in a cameo photobooth and submitting anonymous confessions for illustration on a denim confession wall.

On the first day, creative director Kate Moross painted a live mural on the side of the Ray-Ban space, generating anticipation of what was to come. On Friday, the curtains were drawn back and The Order of Never Hide experience opened to the crowds.

At night, the space was transformed into an 'uber-party', with a light show visible from the main arena and an Order of Never Hide DJ line up curated by Rob da Bank’s Bestival team. Fuse worked with creative agency Pd3 to build the concept.

Danielle Sammeroff, senior account manager at Fuse Sport + Entertainment, said: "The Order of Never Hide is a digital-based challenge platform on and Bestival was the perfect place to physically bring it to life. Over 12,000 festival goers visited the Ray-Ban space over the weekend and took part in challenges, driving awareness and engagement amongst music lovers."

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