The execution was led by a joint online and outdoor initiative, which invited participants to upload their headshot photos to rayban.com (or have them taken by a photographic street team). These were then projected onto a specially designed Ray-Ban frame on almost all the Digital Screens in Times Square.To further amplify the activity an exclusive partnership was negotiated with leading youth radio station, Free FM, to promote the event via live reads.

During the promotion, online traffic to www.rayban.com grew by a staggering 107%, attracting an average of 20,000 visitors per day during the activity.In addition to this, overall sales increased by 15.2%.