Ray-Ban international hit Malta this week to initiate fans into The Order of Never Hide at the Isle of MTV concert in Floriana last Wednesday.

The lodge set up at the Isle of MTV convert venue was a great success, and many followers of the Ray-Ban brand flocked towards the lodge for their very own initiation. For the occasion, hair stylist Dean Gera gave numerous haircuts that enriched participants with the unique Never Hide experience.

“The activation of The Order of Never Hide in a cosmopolitan island like Malta was a superb adventure. We had a fantastic crowd going all the time at the lodge, the sort of fun, young and daring crowd that Ray-Ban had in mind when it launched the Never Hide campaign at Isle of MTV in Malta,” Helena Tua, Frames and Sunglasses Manager at Class Optical Group, said.

All those who registered at the lodge automatically became part of The Order of Never Hide, a clan of individuals who unite out of pride for their unique character. As a token of membership, they also got access to a Ray-Ban mixtape.

The ten people who were most forward with their Never Hide spirit got a bold haircut that sealed their membership within the Order and also won them a Ray-Ban voucher towards a pair of sunglasses of their choice. Thirty others, who instead donned some brightly coloured hair chalk, each got a pack of Ray-Ban merchandise as a reward.

“The event generated such a wild awareness about Ray-Ban that two people even went ahead and told me to do whatever I wanted with their hair,” Dean Gera said.

The Order of Never Hide is an online-based viral worldwide campaign which invites members to complete a set of online tasks on the official Ray-Ban website, each to do with materials that the new Ray-Ban collection is made of, such as camouflage, leather and velvet.

Originally launched at the South by South West Festival in Austin, Texas, and later extended to Spain and Germany, the Never Hide campaign was brought to the island by Class Optical Group, Ray-Ban’s official representatives in Malta.

For more information about The Order of Never Hide, follow this link to the official page: http://www.ray-ban.com/malta/orderofneverhide/home.

Ray-Ban’s official outlets in Malta can be located through www.eyewear.com.mt.