Ray-Ban: '13th Hour' Event

Ray-Ban’s “13th hour” was a feast for senses you didn’t know you had. A deeply immersive, extra-sensory experience to bring the brand’s global campaign to a close.

The Order of the Never Hide

In 2014, Ray-Ban launched “The Order of Never Hide” a “not-so-secret society” where Ray-Ban fans around the world competed for “membership” by completing a series of online challenges. The prize? 2 tickets to the official Order of Never Hide induction ceremony, produced by Yours Truly Creative.

Our task was to turn something ephemeral (a website, a social campaign) into something real. To bring the Order of Never Hide to life. In real life.

Breathing life into The Order required the audience to take a leap from reality and land squarely in fantasy. More than a leap, but a running jump into a completely 360-degree sensory experience that blurs the lines of fact and fiction. Your average party or concert was not going to cut it. So, in addition to throwing a full on mini-music festival, we put together a team of actors, choreographers, set designers, carpenters, caterers, mixologists, lighting and sound designers trained in “site-specific” or “immersive” theatre to transform historic Shoreditch Town Hall into a the world of The Order, a fully immersive experience combining theatre, cinema, music, food, drink, dance, and a little nudity: a really big party with a bigger climax—the 13th hour.

Music

A world class lineup featuring Gessafelstein, Alunageorge, Movement, Lianne La Havas, Moses Sumney, Nick Hakim and Hypnotic Brass Ensemble delivered intimate performances on two stages.

Play

Lianne La Havas performing at the 13th Hour at Shoreditch Town Hall in London.

Food & Drink

Working with London Kitchen, and Diamond Martini, Yours Truly curated a custom menu of experiential eats, secret snacks, thematic cocktails, and local microbrews.

Theatre

A cast of 30 actors (a librarian, a minotaur, a chef, a time-traveller, all members of the Order) guided guests through a series of elaborately designed spaces and hands-on experiences that helped them to detach from reality, and embrace the world of the Order more fully.

Social & Out of Home

Yours Truly’s 13-day takeover of Ray-Ban’s social channels produced 13th hour themed illustrations, gifs, found photos, and creative copy for instagram, tumblr, facebook, twitter, and a billboard on Old street.