Ray-Ban: Festival Activation

Ray-Ban approached Yours Truly to design and execute a "blue-sky" festival activation at Treasure Island Music Festival. We took the blue part to heart.
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The Treasure Island festival is great, but traveling to an island by bus is not. So in 2013, Yours Truly and Ray-Ban gave festival-goers the opportunity to visit Treasure Island the way they did when it first opened in 1939, by sea.

Music festival fans love to take photos. At Treasure Island, Ray-Ban rewarded that impulse with custom t-shirts for purposefully creative individuals who added the #neverhideisland hashtag to their instagram posts.

Fans posted over ten thousand #neverhideisland photos and collected over a thousand one thousand t-shirts, customized with those photos from the Ray-Ban tent on-site.

The festival’s best photographers received an additional reward: “Two if By Sea,” a nautical concert experience aboard a vintage sailing vessel featuring intimate performances from festival talent.