Ralph Lauren’s fans become ‘part of the art’

Ralph Lauren ‘part of the art’

Ralph Lauren’s brainchild Denim & Supply has this month launched its Project Warehouse campaign in which the brand invites fans to play a part in three creative projects that will bring the brand to life.

Emerging artists and musicians are at the forefront of the campaign, and they will get fans involved in each of their projects using social media.

By using the hashtag #ProjectWarehouse fans can feature in a music video, be a living painting or be immortalised on denim.

In a nice bit of celebrity endorsement, DJ and producer AVICII helped to launch the project last month by inviting followers from all over the world to feature in the teaser video for his upcoming album. Fans had to upload videos of themselves via social media platforms such as Vine, Instagram, Twitter or Facebook being sure to use the hashtag #ProjectWarehouse. Some very impressive (and almost enviable) dance moves were put on show, and the winning videos, along with the rest of the campaign’s user generated content, are displayed on the campaign’s streamlined digital hub.

In the second tier, portrait artist Alexa Meade will be transforming models into walking pieces of Denim & Supply-inspired art by painting 2D portraits on them. Thanks to a collaboration with online news website High Snobiety, consumers could win the chance to become Alexa’s next living painting. All they had to do was submit an interesting and original way to frame their would-be portrait on Instagram using the hashtags #ProjectWarehouse & #HighSnobietyPortrait.

And finally, late October will see Arran Gregory use denim as his canvas when he will be drawing fans on pieces of denim. This will immerse fans fully in the design process and enable them to have their own personalised piece of Denim & Supply fashion.

With this campaign, Ralph Lauren is offering up an array of completely unique brand experiences. In what is fast becoming a somewhat saturated market with dozens of marketing campaigns week to week, Ralph Lauren’s campaign has – unsurprisingly - stood out amongst the rest, which is essentially what the Denim & Supply brand is all about.

In its mission statement, Ralph Lauren outlines that it has always stood for “providing quality products, creating worlds and inviting people to take part in our dream”. This campaign which allows its fans to be the creative focus has certainly lived up to that promise.

Joss Davidge is managing partner of BEcause, an award winning brand experience agency which has been helping brands become more tried, tested and talked about for over 20 years.
Read more from Joss in our Clubhouse.