Those who went to the Isle of MTV concert last Tuesday were challenged to be bold and step out of their comfort zone by Ray-Ban.

Through its summer #Ittakescourage campaign, the sunglasses brand is calling on customers to be the best version of themselves by trying new things and doing something they wouldn’t normally do – such as going on a blind date with a total stranger.

In fact, a Blind Date Booth was set up at the Isle of MTV as part of a social experiment, providing a space where two complete strangers meet for the first time.

“People tend to stay within their group at concerts and don’t mix much with new people. To change this mentality, we set up the booth and asked people to be courageous and open their hearts to new friendships and relationships,” said Helena Tua, marketing manager at Class Company, which represents Ray-Ban Malta.

Inside the booth, two strangers took up a series of challenges in front of an automated selfie camera. The photos were uploaded automatically onto their social media and a few days after the event the most daring participants were given a pair of Ray-Bans.

Near the booth was a Henna tattoo wall with two holes, through which those daring enough to take a leap in the dark could place their hand and have a tattoo painted by artists Vojkan and Ellen. These in return left with a pair of Ray-Ban Wayfarers.

The Isle of MTV concert this year saw Grammy award-winner Jess Glynne, Clean Bandit, Steve Aoki and Wiz Khalifa on stage at the Floriana Granaries.

The campaign also lives on social media and Ray-Ban.com, where fans can join in the community of daring individuals.

The Blind Date Booth will next be set up at Sunscape Festival in July and Creamfields in August.

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