Polo Ralph Lauren has built a brand identity known around the world, but their audience extends far beyond the beautiful, old-money American families they typically portray in their campaigns. So they asked us to build something to speak to the newer, streetwear savvy community of “Lo-Heads” that first exploded in the ‘90s. In short, they wanted us to remind everyone just why Polo Sport had become a cult classic in the years since its original discontinuation.
Yacht clubs no longer rule the east coast social scene. Instead it’s underground clubs, black light stamps, and late-night city exploration. But not everyone at these parties fits the bill of our new-age Polo Protagonist (or else we’d be ordinary), so instead we showed the aftermath. The wistful, hopeful moments of the early morning, just before sunrise.
Two friends enter a classic, retro designed diner. They’re wearing comfortable, casual, yet unmistakably elegant Polo Ralph Lauren. Beyond big glass windows, it seems to be just before sunrise.
They’ve been out all night, but neither one of them can bear to let the memory end. Instead, they’ll let the clock keep running inside an empty, 24-hour diner. They might’ve stopped anywhere, but as they stared outside their taxi windows, a strong sense of nostalgia drew them here.
After being out in a crowd all evening, they’re glad to reconvene at the end of it, just the two of them, to keep the good mood going, and to retell the tales of this memorable night, together.