Ray Ban: Never Hide Rare Prints

In the beginning of this Spring, Ray Ban launched a new collection of Sunglasses.

But What has Rare Prints' collection so special?
 I'll tell you!

Ray Ban Invited  9 prints designers to create a limited edition of each model that was launched.

The interesting part of the idea is that Ray Ban, being a global brand (with high levels of mass production) gave to one of their most famous models (Wayfarer) a unique and original touch in order to reach a different target (creative and unique persons).
Besides this, they have created an interactive publicity  which allow his viewers to have an interactive experience.(click on Demo to see the explanation).

This collection can't be find everywhere like the regular models of Ray Ban. They can only found in some stores (usually design stores).

Now: Is this campaign an isolated marketing act to reach a different target group or is the beginning of new product line of ray ban?
Think About it! 

                                                              (Collection's Posters)

Sofia Venâncio