The Most Improved Women’s Print Ad of 2016 | The Impression Awards
BY KENNETH RICHARD
To be fair, there isn’t an American designer with more brand equity and mental ‘real estate’ than Ralph Lauren. For countless years Mr. Lauren has repetitively solidified his positioning by repeatedly performing a popular tune that touched a chord with listeners. However, toward the end of 2016 a campaign was released by the popular artist that made us stop what we were doing, walk over to the speakers, crank up the volume and dance. Because this campaign was a welcome update to his traditional tune, aligned with the character of the house, but with a fresh tempo and melody that we’ve been waiting for.
The iconic campaign was sublime with a range of talent, tone, temperature, and tempo that fit at the core of the houses DNA but was current and aspirational. And taking a cue from musicians the house brought in a new producer in Fabien Baron and the team at Baron+Baron to create the hit. A wise choice as he orchestrated Karl Templer and Steven Meisel to bring a sophistication and subtly to the campaign that had slowly been watered down over the years. Dusting off the melody that is quintessential Ralph Lauren and leaving us longing for the rest of the album.
Agency | Baron + Baron
Creative Director | Fabien Baron
Photographer | Steven Meisel
Talent | Alicia Burke, Lulu and Cameron Russell, Fei Fei Sun, Frederikke Sofie, Jacquetta Wheeler, Lady Jean Campbell, Margaret Qualley, Stella Tennant and Iris, & Vittoria Ceretti
Stylist | Karl Templer
Hair | Guido Palau
Makeup | Pat McGrath
Manicurist | Jin Soon Choi
Casting | Ashly Brokaw
Set Design | Stefan Beckman