To help launch the new Wayfarer Color Collection, Ray-Ban collaborated with five prominent underground artists in New York for the Project Colorize Campaign, which culminated with a daylong event last month.

“Project Colorize,” part of the month-long Public Art Gallery project, features the works of artists: Ron English (pictured above), Tara McPherson, Scott Alger, Queen Andrea and Toofly, on giant billboards in various locations around New York City. The unveiling of the billboards was accompanied by a public stunt that literally stopped traffic on Sixth Avenue when a troop of actors, dressed all in black and wearing colored Wayfarers, froze in the middle of the intersection between 31st Street and Sixth Avenue to stare up at artist Ron English’s billboard as it was unveiled.

The “6th Avenue Freeze” was followed by an after party at the Henri Bendel store on Fifth Avenue where customers were able to shop for Ray-Ban styles, including colored Wayfarers, while enjoying cocktails, hors d’oeuvres and a DJ spinning music.