This is the recent battle cry of the notable eye-wear brand. Aside from conventionally promoting its name in the market, Rayban recently launched a guerrilla marketing campaign that uses the never hide tagline. The promotional tactic is really intriguing since they have people who put "Never Hide" stickers in shape of a Rayban sunglass in posters, statues and wall arts.
Here's the video of Rayban's clever campaign:
Tidbits: What is guerrilla marketing?
A guerrilla marketing campaign is a promotional tactic that is out-of-the-box and unconventional. This type of advertising is practically interesting because the execution is often interactive. Although it doesn't have a big budget compared to above-the-line advertising, the approaches are creative and practically eye-catching.