Gen-Z is renowned for its expression of individuality. The rise of 'uniform dressing' presented a unique opportunity to celebrate the distinctive character of our audience while emphasising the bond they share with their closest friends.

Polo Ralph Lauren commissioned us to infuse their heritage aesthetic into a lively SS23 capsule collection campaign to attract a younger, social-savvy audience. The outcome exudes the vibrancy of youth and is anchored in a collegiate setting, in alignment with the brand's DNA. The campaign highlights the connections between groups of friends, showcasing the talents of a new creative vanguard. Each individual brings their unique perspective to the campaign, styling themselves on their terms.

We aimed to demonstrate how individuality can strengthen connections, with Polo Ralph Lauren being the uniform of choice. The campaign exceeded all expectations, with over 60 million people globally viewing it and attracting over 60,000 new customers to the brand.