Ralph Lauren to Debut 3D Ad in Piccadilly Circus – WWD

Ralph Lauren is getting progressive in its promoting to advertise its new coffee-table guide.

As a part of the worldwide marketing campaign for the “Ralph Lauren’s Polo Shirt” guide, the corporate is unveiling its first outside 3D activation.

The advert, which can run on a big semi-circular billboard in London’s closely trafficked Piccadilly Circus from Monday to Could 22, brings the pages of the guide to life. The video begins with the pages of the guide being scrolled by means of and is adopted by vignettes designed to pay tribute to the influence the corporate’s Polo shirt has had over the previous 50 years.

Though Ralph Lauren has used exterior promoting automobiles previously, that is the primary time it has used 3D imaging. The corporate stated the launch can be “a catalyst for future endeavors.”

The corporate added: “We wanted to ensure immersive experiences as part of our overall outdoor strategy for out-of-home placements. We are always looking to what’s new in the space and were inspired to create our own 3D ad for the first time. We thought the Polo Shirt campaign was the perfect opportunity to test out this innovative technology since the robust campaign celebrates one of our most iconic and quintessential pieces of clothing. It’s a key symbol for the brand.”

London was chosen for the primary advert as a result of it’s a key world metropolis for the corporate and Piccadilly Circus is “an iconic location with high traffic,” the corporate stated. It will likely be executing comparable 3D activations in Hong Kong and Korea this summer time.

“Ralph Lauren’s Polo Shirt,” a heavy, 544-page, 6.5-inch-by-8.5-inch hardcover guide, got here out on the finish of April. It options 400 coloration images celebrating the shirt over time by means of the usage of historic imagery and private tales of celebrities, politicians, presidents, royals, athletes and on a regular basis individuals.

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