When we briefed artists for a viral campaign with the sole direction ‘show us you never hide’, the film was a foregone conclusion. We also recognised that in order for a viral film to, in fact, be viral, the content had to move from one consumer to another, adding yet another dimension. Sunglass Catch was indicative of the strategy as the film put individuality in motion. It also invited consumers and mainstream media to join in the conversation, adding to what it means to never hide. Consumers responded, and the media reported, creating a feedback loop. And less than a week after launching the video, it had already registered millions of views globally.
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