Ralph Lauren decided to break his long tradition of print-ad campaigns for Polo Jeans; he also wanted to find a way of investing in the arts and asked U-Dox to take the brand’s communications in a new direction.
We devised an international campaign commissioning 42 of Europe’s most exciting young contemporary artists to customise stars made from the finest American denim. Artists were interviewed and filmed by Spine TV whilst creating their stars, documenting the creative process throughout, and were also encouraged to share photography, additional video footage and short films. This collaborative effort added a range of perspectives keeping online content fresh and innovative.
Additionally, we designed and produced a premium coffee table book that reflected the scale of the project and highlighted the impressive pieces in an extremely limited run of just 10.
Each Art Star was prominently exhibited throughout Europe in prestigious locations, such as the storefront windows of Harrods and Galeries Lafayette, before being auctioned at Phillips de Pury, London, with all proceeds aiding the Teenage Cancer Trust.