Ralph Lauren launched several campaigns in 2014-2015 to promote its brands and collections, including: 1) An extensive print campaign for its Fall 2014 Women's Collection featuring luxury sportswear and winter pastels in international publications. Special focus was given to the Ricky Bag. 2) A fully integrated 360-degree campaign for the new Polo for Women collection including magazine inserts, digital ads, videos, and social media to promote the new flagship store and brand. 3) A revolutionary 4D projection show in Central Park featuring holographic models to launch the Spring 2015 Polo for Women line, utilizing innovative technology to project fashion onto water.

1. RALPH LAUREN CLIOSUBMISSION SYNOPSES 2015
By Michael Karol
1. THE RALPH LAUREN FALL 2014 WOMEN’S COLLECTION (Category:PrintAdvertising)
Of hisFall 2014 Women’sCollection,RalphLaurennoted, “Fall isaboutapure kindof luxury,a
sophisticatedeaseinspiredbyarchitectural shapesinsoft,shimmeringhues—anonchalance that
redefinesglamourforthe modernwoman.”Anextensive printcampaignlaunchingthe fall Collection
includedadsin dozensof international andregional magazinesandnewspapers:toppublicationslike
The NewYork Times and HauteLiving and premiere women’sbooks suchas Vogue,Vanity FairandElle.
The trendshighlighted inthe Fall 2014 Collection includedLuxurySport(pairinghigh-topwinter-white
sneakers withamatchingRickyBag); WinterPastels (featuringsofter,mutedcolors,includingwarm
pinksandmauves);Shadesof Grey,fromsilvertoslate;ShearlingandFeathers;andCapes. Of special
note, featuredinall the ads,wasRalphLauren’siconicRickyBag: The Ultra-Large Rickytook the
spotlightinatwo-page heroshot,while the RickyIDChainBag wasintroducedonitsown andas an
essential partof variousensembles. RalphLauren alsosupportedthe Collectiononmany digital fronts,
includingdigitalads, the RalphLaurenFacebookpage andat RalphLaurenCollection.com, which
showcased abehind-the-scenesvideo thatservedasa backstage pass.
2. THE FALL 2014 POLO LAUNCH CAMPAIGN (Category:IntegratedCampaign)
In celebrationof the newPolocollectionforwomen,RalphLaurenlaunchedafullyintegrated,360-
degree campaigntosupporthisnewWorldof Polo. The designerlaunchedPoloforWomen onthe
runway and simultaneously openedhisfirstPoloflagshipstore at711 5th
Avenue,New York,NY. “When
I begandesigning,Istartedwiththe timelesselementsof aclassicstyle IcalledPolo,” Mr. Laurenrecalls.
“There is tremendousopportunitytoextendPolo’sappeal aroundthe worldandadda fresh,modern
spiritto thisenduringbrand.Ialwayswantedtobringthe iconicspiritof men’sPolotoa new generation
of women.”The mediacampaign made 335 millionglobal impressionshighlightedbytwoluxe mailers:a
36-page magalogintroducingPoloforWomen anda 28-page magalogshowcasingthe iconicmen’sPolo
line;exclusiveonline contentatRalphLauren.comincludingtrendreportsand RLMagazinecontent;
videosof the collection,shotbyBruce Weberand uploadedtoYouTube;magazine,newspaperand
digital adinsertions;andsocial mediaappearingonall RalphLaurensites,includingFacebook,Twitter
and Instagram.The RalphLauren Facebookpage,forexample,featureda behind-the-sceneslookatthe
flagshipstore openingandthe PoloforWomen brandlaunch.
3. THE POLO 4D LIGHT SHOW IN CENTRALPARK (Category:Video)
RalphLauren’snewPolo forWomen line presenteditsSpring 2015 collectionduringNew YorkFashion
Weekina revolutionaryrunwayevent:awater-screen 4Dprojection show thattoweredabove
Manhattan’sCentral Park,fusingfashion,artandtechnology. “Ireallywantedtodosomethingbig for
the newPolo forWomen brand—somethingsetinthe city—thatfeltmodern,”saidRalphLauren.“We
returnedtoCentral Park,a place I love,andcapturedthe spiritof Polowithatrulyinnovative mix of
fashionandtechnology.”RalphLaurenPolomodels—appearingasbeautifulmirages infour-story-tall
holographiceffects—wore outfitsembracingthe classicspiritof the brand,mixingthe edge of NewYork
and Paris,andthe sunsetcolorsandpatternsof the Adirondacks. Fusinglive-actionmovementandCG
to create hyper-real landscapes thatframedthe models,the backgroundspaidhomage to suchNew
York landmarks asthe BrooklynBridge and The HighLine.The sensory,high-resolution experience used
innovative 4Dtechnology:Imageswere beamedontoawaterscreenthat was60 feettall and150 feet
wide.Multipleelementsof eachshotwere capturedsimultaneouslytogeneratethe incredible4D
effects. TimDillon,executive produceratMPC Advertising,reportsthat,“The technologyinthisproject

2. isinteresting;whenyou’re projectingontothe waterthere’sanatural elementyou’re dealingwith,and
the projectorinteractswiththat….The overall sequence now is10 minutes.Onaverage,13,500 frames
will take twodaysof back-to-backrenderingtorender[the video] fromstartto finish.” Mr.Lauren,who
startedhiscompanyalmost50 yearsago, was there tosee a larger-than-lifeversionof himself digitally
dance across the water. The eventwasa unique success forRalphLauren Corporation:Globally,the
campaignreachedan estimated 2.3billion mediaimpressions,includingmore than117 millionsocial
mediaimpressionsworldwide.
4. THE KIDS FASHION SHOW& LITERACY CAMPAIGN (Category:Philanthropy)
RalphLaurenCorporation,witha 40-year-plushistoryof philanthropy,announcedachildren’s literacy
initiativeinAugust2014, withthe goal to raise fundstosupport children’sliteracyandeducation
worldwide.“Booksopenwindowstothe worldandhave the powerto transformlives.”—RalphLauren
 RalphLaurencreatedThe RalphLaurenChildren’sLiteracyCapsuleCollection,includingaT-shirt
for men,womenandchildrenpromotingchildhoodliteracyin12 languages,plusajournal,tote
and bag charm.
 Twenty-five percentof proceedsinthe UnitedStateswere targetedforReachOutand Read.
Fundswill getbookstochildreninunderservedcommunitiesviaitspartnershipwithScholastic,
Inc.
 RLC partneredwitheightinternationalcharities andselectRalphLaurenstoresandglobal
wholesalepartners,includingSaksFifthAvenue andHarrods.
 The program featuredchildrenreadingbooksthroughoutthe adand directmail campaignfor
fall,andtaggedthe missionandprogramonline atRalphLauren.com,andthroughFacebookand
Instagramusing#RLKids.
 The Ralph LaurenChildren’sFashionShow washeldinMay2014 at the New YorkPublicLibrary
to introduce the literacycampaign.Atthe event,modelswore the literacyT-shirt;excerptsfrom
the musical Matilda,basedonthe children’sbook,were performed;andthe entire eventwas
filmedandplayedin-store globallyatliteracyevents,includingread-aloudcelebrity-hosted
benefits.The videohasbeenviewedmore than1.5 milliontimesonYouTube.Tenpercentof
the salesof the looksfromthe fashionshow were donatedtothe campaign.
The Literacy Capsule Collectionisavailable atRalphLauren.com/literacyandselectinternational Ralph
Laurenstoresand wholesalepartners.
The results:
 $950K LiteracyCapsule domesticsales.
 $425K indonations(equal to$140K books).
 Total earnedglobal mediaandSocial Impressionsforthe Children’s FashionShow:2.3billion.
 Incremental impressionsforthe literacycapsule:115,712,647.